Influencer Marketing has become an effective and new way to reach audiences that most of companies are trying to develop in order to engage targets.
Within the main concerns regarding to this new technique that allows to impact big groups of people through a deep trusting way, one of the most difficult things to measure is the real impact of influencers on brand acquisitions.
In this sense, there is a link with Public Relations perspective, as in both cases the real impact of the strategies is not so exact than in some other fields, as SEO.
Influencer marketing is one of the most exciting marketing tactics brands are using today, uniting branded content development with the amplification power of networked social media audiences, within or outside of the social networks themselves. The parallels with PR abound — content married to the distributive power of media/social platforms, and the challenge of measuring the organic impact of an earned media placement.
A successful PR initiative can drive increased visibility for company executives, fuel new business activity, boost site traffic, grow social media followers, brand sentiment and share of voice, and even impact stock price or employee retention. By being “earned” instead of paid, marketers can cite advertising click-through rates (CTR), brand lift, mentions or any number of click or post-click metrics to define success. However, the right way to measure earned media attention remains somewhat elusive and difficult to consolidate into a single metric.
As tempting as it might seem to go it alone, I strongly recommend seeking out the experts. Whether that is your PR agency or a social media/influencer marketing specialist, enlisting a resource that can translate your specific marketing need into a customized approach to execution and measurement will yield fewer headaches — and a much greater likelihood of success.
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.