Marketers need to implement data-based influencer partnerships for effective ROI

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 27, 2019, 3:09 PM UTC

An IAB UK report found that 30% of marketers who use influential marketing are planning to increase their spending over the next 12 months.

With an abundance of influencers, brands are struggling to find the right influencer partnership based on their business. This piece states that numerous organisations are now investing in relevant niche and micro-influencers instead of celebrity influencers to get higher ROI.

The author contends that marketers should utilise data to identify suitable influencers based on their reach, topics and audiences relevant to the brand’s business. A data-driven partnership can make influencer marketing more effective by encouraging investments only on influencers who are complementary to the brand’s business and target audience.

However, marketers should be cautious about the options available and tentative ROI. Brands should avoid any influencer faux­-pas to safeguard their audience, current and future profits.

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