We’re extremely excited to have on board Traackr as a category sponsor (Best Sport & Fitness) for the Influencer Marketing Awards (IMAs). Ahead of next Tuesday’s awards ceremony (March 26), we caught up with Traackr Evy Wilkins VP of Marketing to discuss the company, industry developments and them being shortlisted for three IMA categories.
First of all, could you give us a quick overview of your company and what you do?Traackr is an end-to-end influencer marketing platform that enables brands to scale global influencer strategies. Our technology powers influencer discovery and evaluation, program management and performance measurement for paid and organic campaigns. What sets us apart is our diverse influencer database covering the entire globe and our reporting capabilities. Traackr was founded 10 years ago before Instagram even existed… can you believe that? Today we are proud to power IM for some of the most amazing brands around the world.
What key developments in the industry have you seen within the last 12 months, and how has your company manoeuvred with them?The last year in influencer marketing is best compared to a teenager’s growth spurt! Our industry has had to face some challenging times, but the outcome is leading us to a great place. Less than a year ago, concerns about fake influence, fraudulent engagement and unsavoury audience acquisition tactics came to the forefront. These are serious issues which we are facing head-on by continuously working to provide better insights, increase transparency and enable efficiencies in long-term relationship building. We’ve also seen investments in influencer marketing skyrocket and with that an urgent need for measurement standards. Providing brands with the influencer marketing data and insights they need to make strategic financial decisions is core to what we do at Traackr.
Are there any exciting trends within the influencer marketing space right now? And the biggest challenge faced?One of the most exciting trends in influencer marketing is a shift to being relationship-focused. We’re seeing less transactional influencer marketing and more relational strategies take hold in small and large organisations. From my perspective, the biggest challenges today are more internal to brands. Questions about how to structure teams, hire for the right skills, and budget for influencer marketing, etc. These are topics many organisations are working through today.
In your opinion, what kind of attributes stand out in a successful influencer marketing campaign?
- Grounded in data & insights
- Relationship-driven over transactional
- Established on cross-functional Collaboration
- Aligned to your brand values
- Tied to business objectives