Brands must combine influencer marketing with insights from first-party data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 27, 2021, 3:59 PM UTC

Incorporating first-party data while collaborating with influencers can help brands engage loyal customers, create accurate buyer personas and track ROI effectively.

Customers today spend an average of 144 minutes a day on social media during which they browse, discover and purchase products directly from social media ads. Many times, audiences rely on influencers for product recommendations, inspiration and encouragement when making purchases. Around 50% of Gen Z shoppers have purchased a product after seeing an influencer endorsing it.

With first-party data, brands can identify which products customers purchase and whether they buy these products in preparation for occasions. This can help brands understand their audiences better. Marketers can then incorporate such insights with data-driven influencer content and effectively target consumers with complete solutions.

Similarly, brands can also use such insights to create accurate buyer personas. Influencer content can then help re-engage loyal shoppers with relevant content. Most importantly, first-party data enable businesses to target known customers and reach them with verified data. This can further help brands quantify their ad spend with closed-loop attribution.

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