This post is by Natalie Giddings, Managing Director of The Remarkables Group. With over 12 years’ practical experience within the marketing industry, Natalie has created social media and influencer strategies across many of Australia’s largest retail, food and lifestyle brands.
When consulting with brands and through our yearly audience surveys, we see a vast chasm between the levels of sophistication that influencer marketing has been operationalised within businesses. Where some marketers are in the journey are absolutely worlds apart.
Influencer activity – when done well – requires time, energy and expertise. With more and more budget earmarked for influencer marketing by 2020, brands must re-think treating it like a bolt on tactic. The missed opportunities and consequences for brands who do not have a strategy in place are far-reaching.
Do you know the influencer marketing space has evolved at lightning speed in recent years, and the velocity has increased exponentially year-on-year. An insightful survey of client-side marketers recently completed by the ANA in the US highlighted a few trends.
A large majority of respondents (75 percent) stated their company is currently using influencer marketing. Of those who are currently using influencer marketing, 43 percent stated they planned to increase influencer marketing budgets over the next 12 months. Of those respondents not currently using influencer marketing, 27 percent plan to begin in the next 12 months.
Coupled with the increasing diversity of services and platforms geared at helping brands to manage their influencer marketing, it’s not a straightforward space.
We’ve had the benefit of operating in this space for six years, running continuous programs since we started in May 2012, first as a talent agency and now as strategy and implementation specialists. Now our primary focus is creating strategies and managing influencer and brand collaborations.
There are a number of cowboys on both the brand and influencer side. This is usually the type of activity critics cling to. But any marketing method can be fraught with potholes without a strategy in place. So what clangers could you be making?
Jumping in Without a Strategy
Thorough planning and thought must go into understanding how to focus your efforts. A strategy is absolutely essential. There are different influencers, channels, and tactics to consider according to your marketing objectives or for each phase of the customer journey.
Influencer marketing is not a one-off initiative to create temporary lift, but rather something that must be woven into a broader marketing strategy. Continue reading “What critical blunders are you making with Influencer Marketing?”