US marketers prioritize reach, engagement to measure influencer campaign success
Briefly

from EMARKETER4 months ago
According to a study by Linqia, reach stands out as the most popular metric among US enterprise marketers for evaluating influencer marketing success, signaling its critical role in campaign assessment.
EMARKETERhttps://content-na1.emarketer.com/us-marketers-prioritize-reach-engagement-measure-influencer-campaign-success?utm_source=flipboard&utm_content=user/eMarketer
Despite the low usage of multitouch attribution and media mix modeling, significant interest is indicated, particularly among marketers spending over $500,000 on digital advertising, highlighting potential shifts in future measurement strategies.
EMARKETERhttps://content-na1.emarketer.com/us-marketers-prioritize-reach-engagement-measure-influencer-campaign-success?utm_source=flipboard&utm_content=user/eMarketer
Marketers primarily focusing on readily available metrics like reach, engagement rate, and conversions may be missing out on deeper insights provided by less commonly used metrics like brand lift and MMM.
EMARKETERhttps://content-na1.emarketer.com/us-marketers-prioritize-reach-engagement-measure-influencer-campaign-success?utm_source=flipboard&utm_content=user/eMarketer
This article emphasizes the need for marketers to explore a broader measurement framework beyond reach, to gauge the full impact of influencer marketing campaigns on brand value and business outcomes.
EMARKETERhttps://content-na1.emarketer.com/us-marketers-prioritize-reach-engagement-measure-influencer-campaign-success?utm_source=flipboard&utm_content=user/eMarketer
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#influencer-marketing #metrics #brand-value #marketing-strategies #digital-advertising
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