Michael Brito
Head of US Digital, Lewis
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.
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.
of marketers say influencer marketing will be integrated in all marketing activities in the next 3 years.
7
Amisha Gandhi
Senior Director of
Influencer Marketing
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.
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.
... but,
of the time, PR engages with influencers.
of influencer marketing is owned by marketing...
6
Amanda Duncan
Senior Communications Officer, Microsoft
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.
of B2C influencer marketing programs are ongoing.
5
Dr. Konstanze Alex-Brown
Corporate Social Influencer Relations, Dell
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.
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.
of marketers are experimenting with influencer marketing.
4
Ann Handley
Chief Content Officer, MarketingProfs
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.
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.
of marketers say influencer strategies most impacts content marketing.
3
Jon Miller
Chief Executive Officer &
Co-Founder, Engagio
If you only have one metric, then measure what matters – revenue.
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).
2
of marketers cite lead generation as a goal for influencer marketing.
Philip Sheldrake
Managing Partner, Euler Partners
If you’re in business,
you’re in the business
of influence.
...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.
1
of marketers say their influencer marketing program is strategic...
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The Future of Influencer Marketing
Sometimes the best way to change the future is to change your perception of what’s possible.
