Evaluate influencer partnerships as acquisition and not branding channels to survive the recession

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 14, 2020, 1:08 AM UTC

Influencer programs provide brands with a voice of authority and help engage consumers effectively.

To survive the oncoming recession, brands must invest in influencer programs and treat such partnerships as acquisition channels for long-term dividends. With marketing spends reducing, social media and YouTube influencer partnerships can help companies cost-effectively deliver value amid the pandemic.

Influencer activations based on direct-responses, unique links, and others can be leveraged by brands considering pay-per-post or fixed fee partnership terms. Investing in performance-based influencer partnerships is recommended as it warrants marketing spend only on profitable ventures.

Further, marketers could devote smaller budgets to influencer marketing rather than cancelling those programs. Steady influencer partnerships can bring new audiences, improve customer loyalty, and multiply customer lifetime value. Establish influencer programs to leverage influencer’s deep connections and ensure the flow of content.

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