The Status of Influence Marketing in 2014 [Launchmetrics Study]
Influencing Marketing is currently one of the main buzzwords in the mouth of communication and marketing professionals in Europe and the overseas. We interviewed more than 600 marketing and communication professionals and 4 recognized influencers in their sectors to deepen our knowledge on the subject. Although Influence Marketing appears to be a recent discipline, some results suggest a rather surprising level of maturity in this area:
73% of respondents say they have started building relationships with influencers for 2 years or more.
Of these, 43% report positive results and 36% feel their campaigns with effective or very effective influencers.
60% of marketing and communication professionals invest in influence marketing.
The companies that invest the most in Influence Marketing activities today are the ones that will increase their budgets the most in 2014.
What are the challenges currently faced by professionals in implementing their influence strategies? What are the best practices for identifying influencers, interacting with them and measuring the effectiveness of their campaigns? And most importantly, what do influencers expect from brands in 2014? Here are some of the questions we will attempt to answer through this study. Good reading !
Objectives, methodology and panel
Challenges in Implementing an Influence Marketing Strategy
What defines an influencer
Characteristics that do NOT define an influential person
Interact and collaborate with Influencers
Privileged channels for making contact
Effective scenarios to collaborate with influencers (Product Communication, Content Marketing …)
What influencers expect from brands
Evaluate campaigns and know the ROI of Influence Marketing actions
Budgets allocated and prospects
Measuring the Effectiveness of Influence Marketing