Why influencer marketing deserves its place in today’s marketing mix

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Presented by

Jeanette Okwu, Co - Founder & CMO, 1nfluencersmarketing

About this talk

The increasing role of digital and big data technologies in advertising has disrupted traditional ad agency business models. As advertisers consider how to confront these new challenges, a myriad of technology platforms can offer a variety of Ad/MarTech solutions. Approaches like content marketing, reviews & recommendations, and social or influencer marketing are all considered viable ways to drive impact. But as advertising continues to decline, it’s Influencer marketing ($10BN industry in 2020) that has shown the greatest potential to reverse the trend of ad-fatigue, use of ad-blocker technology, and changing consumer behaviours of the new digital and mobile-only generation. Take one look at the media landscape, and the bold new pioneer on the horizon is Influencer Marketing. But while it’s blazing new trails as the newest, boldest player in the advertising scene, it is often grossly misunderstood. Some point to its revolutionary successes. Others criticise its ineffectiveness. Leaving many with the perception that Influencer Marketing is simply a gleaming, glossy riddle wrapped in a mystery inside an enigma. Real observers know the truth: this pioneer has proven to be the only marketing discipline that delivers tangible consistent results for brands. And yet significant knowledge gaps on both the brand and creator sides keep the misconceptions alive. Partnering with influencers is already familiar to us, but the market is undergoing constant change: Brands must continually evolve their strategies accordingly. The space is rapidly expanding as influencer types have proliferated and consequently fill every conceivable niche and sub-niche interest. Each of these types offers distinct benefits and trade-offs for brands. But how to create a meaningful scalable program that folds into the entire marketing stack? Here’s how: with date, insights, and a human touch.
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