"Influencer marketing has evolved and so must your approach. Here's what you need to do to make this powerful approach work as part of your full-funnel marketing strategy. Like most nascent marketing channels, influencer marketing began as something of a Wild West. Metrics were thorny, processes were clouded, and many brands got burned working with influencer platforms or individual creators who produced scant measurable results."
"Build an influencer marketing strategy from the ground up with the same scrutiny you would apply to any other strategy. That means a rigorous brand analysis and quantitative vetting process should drive discovery of potential influencers. While the process of engaging and partnering with or deploying an influencer should be as automated as possible. And, last, measurement should focus on influencers' ability to drive sales. Influencers who can move the bottom line are the ones brands should redeploy to optimize over time."
Influencer marketing has matured but many brands remain skeptical after early inconsistent results. Brands should consider rebuilding influencer programs rather than abandoning them. Strategy should begin with a rigorous brand analysis and quantitative vetting to discover appropriate creators. Engagement, partnership, and deployment processes should be automated where possible. Measurement must prioritize influencers' ability to drive sales and redeploy those who move the bottom line. Influencer marketing can operate as a full-funnel discipline, supporting awareness, discovery, and bottom-of-funnel activations. Brands need clear specifications when selecting creators, aligned to values and target audiences.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]