Chief Content Officer, MarketingProfs
Senior Communications Officer, Microsoft
of marketers say influencer strategies most impacts content marketing.
If you only have one metric, then measure what matters – revenue.
of marketers are experimenting with influencer marketing.
of marketers cite lead generation as a goal for influencer marketing.
There seems to be a battle between who owns influencer marketing. As influencer marketing programs mature, influencers will need to be engaged by multiple departments within an organization. A more holistic and strategic view—along with the right technology—will be essential.
Currently, only 5% of marketers have integrated influencers into all activities, so the optimism for the next 3 years is a strong signal for the direction of influencer marketing.
...But enterprise companies are only spending 10% of their marketing budgets on influencer marketing.
The good news is that more than half of marketers surveyed plan to spend more on influencer marketing in the coming year.
When you treat your influencers like clients, it leaves people with a positive feeling to engage with you time and time again. When the relationship is mutually beneficial, both parties are going to get the best results out of it.
If you’re in business,
you’re in the business
of marketers say influencer marketing will be integrated in all marketing activities in the next 3 years.
The Future of Influencer Marketing
A social business needs technology in order to facilitate change and collaboration. Change management addresses the need to shift employee behavior, communicate more effectively across job functions and geographies and tear down organizational silos.
In discussions about the ROI of brand relationships with influencers, there’s simply no better match than content collaboration. The research supports this with content being rated highest in impact from influencer marketing, along with social and media relations.
The movement towards extending influencers into sales, customer service, recruiting and PR is gaining momentum. Thinking holistically, influence plays a role throughout the customer lifecycle (and in all relationship-driven brand communications).
We’re still in the early days of influencer marketing—just 24% of companies have ongoing programs. As brands mature their strategies with influencer marketing, look for more companies to start implementing consistent influencer programs.
Long-term, trust based influencer relationships with shared value creation take time and effort to build and investment to sustain. While results are measured in reach, impressions, online engagement, there is no shortcut for getting there.
of the time, PR engages with influencers.
Senior Director of
of influencer marketing is owned by marketing...
Managing Partner, Euler Partners
of marketers say their influencer marketing program is strategic...
Chief Executive Officer &
Focus on a long-term approach rooted in a two way dialogue. Between campaigns you can gain a deeper understanding around what matters to your influencers. Investing this time and valuable resources builds credibility that is key to ongoing success.
This is in contrast to only 11% of B2B companies running ongoing influencer marketing programs. Look for B2B influencer marketing to be the next big area of growth.
Head of US Digital, Lewis
of B2C influencer marketing programs are ongoing.
Make your customer the hero of your story. Paradoxically, your “story” is not about you—it’s about what you do for others. That’s a subtle shift, but an important one, because it installs your customer at the very heart of your marketing.
Dr. Konstanze Alex-Brown
Corporate Social Influencer Relations, Dell
Sometimes the best way to change the future is to change your perception of what’s possible.