Influencer Marketing Has an ROI Problem... and it’s Holding Us Back
The big question every CMO asks when planning a new campaign is “what will my return on investment be?” This is a completely fair question. Whether you are at an agency or in-house, marketing is a commercial operation and we need to be clear on how our activity impacts the business’s performance and
So, why is it that we have such a problem reporting ROI when it comes to our influencer marketing activity?
For anyone who ever had any doubts, influencer marketing is here to stay. 71% of companies currently use influencer marketing, or have used it in the past. And, this number is only going to get bigger. A recent survey from Cure Media found that a majority of companies are planning to increase their spending on influencer marketing considerably over the next few years.
The pandemic has highlighted just how effective influencers can be at creating authentic content in challenging, often prohibitive, circumstances. Audiences have responded to this in kind, with many finding the stripped back, low-fi style of content relatable during successive lockdowns. It is this ability to build trust with their audiences that makes influencers so valuable to brands.
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