Surviving the influencer marketing gold rush: 6 lessons from B2B tech marketers

Influencer marketing has become top of mind for every CMO. But while the road to success seems clearly paved for consumer-facing brands, many B2B organizations are struggling to formulate a framework to adopt influencer marketing in a meaningful way.

Since I wrote Return on Influence in 2012, the practice of influencer marketing has evolved significantly.

Many of the early adopters from five years ago having grown into mature, sophisticated influencer marketing programs.

B2B marketing is at a crossroads

Yet,...

By Mark Schaefer, 29 June 2017, 0 comments. Categories: Influencer Marketing, Social Media Marketing.

Influencer marketing - is the hype justified?

Influencer marketing is one of 2017’s hottest topics, and one of the fastest growing segments in marketing.

It has been proven that influencer marketing offers a much higher return than conventional media channels. This does not come as a surprise though, as the new stars of social media, the so-called influencers, have an important impact on the purchasing decisions of their followers.

Their loyal community of fans trusts the recommendations of their idols. Influencer marketing done right benefits from...

By Jan Homann, 13 June 2017, 1 comment. Categories: Content Marketing, Influencer Marketing, Social Media Marketing.

Women rule the world of social influence

In the emerging world of influencer marketing women tend to hold more sway then their male counterparts.

In fact, according to a global survey of over 2,000 digital influencers by IndaHash, it is a certain kind of woman that rules the social media influencer roost.

68% of social media influencers are female. To put this in context, a City University London study found that 55% of UK...

By Colm Hebblethwaite, 08 June 2017, 0 comments. Categories: Influencer Marketing, Social Media Marketing.

Working with influencers: monetizing social dialogue

At one time, TV was advertising's golden child in reaching the masses. You would create a commercial, hold the door open, and welcome consumers as they came to you.

But that was then.

Today, your customers (especially Millennials) crave two-way brand interactions. If you want to generate organic conversations around your brand, discover influencer marketing.

People and Their Secrets

We all love a good secret, which is why “Hey, have you heard about this?” gets our attention.

We eagerly bend forward and...

By Justin Rezvani, 13 April 2017, 1 comment. Categories: Influencer Marketing, Social Media Marketing.

It’s time for influence to evolve: Welcome to Influence 2.0

(c)iStock.com/mediaphotos

Influencer marketing is one of the most promising and underappreciated disciplines in the digital marketing mix” - Brian Solis

Influencer marketing became mainstream in 2016. However, with pure pay to play and short-term campaign practices dominating the conversation, many misconceptions remain in this nascent space. Curious to see how the practice is perceived within leading enterprises around the world, Traackr and TopRank Marketing teamed up to survey 102 brand strategists and...

How Viber is partnering with influencers like F**kJerry to engage users

(c)iStock/hamikus

Messaging apps are something of a goldmine for marketers at the moment. Whether it’s Google’s new ‘click-to-SMS’ ads, building your own chatbot for Facebook Messenger or simply Whatsapping your customers’ latest offers, there’s plenty of use for the tech in today’s marketing mix.

But Viber, which has been around since 2010, is doing something that bit different. Alongside games and sticker packs, the platform also hosts Public Chats, where it...

By Rachael Power, 24 October 2016, 1 comment. Categories: Influencer Marketing, Social Media Marketing.

Will sponsored content disclosures hinder influencer marketing?

(c)iStock.com/kieferpix

The social media space is gradually changing to incorporate new platforms and new opportunities for brands looking to engage followers.

As this space grows, we’ve seen the use of sponsored content and influencer marketing become an increasingly common tool used by brands who want to seamlessly fit their products into the flow of social posts.

But recent threats by the Federal Trade Commission (FTC) regarding stricter enforcement of influencer disclosure on posts for which...

By Sarah Ware, 11 October 2016, 0 comments. Categories: Influencer Marketing, Personalised Marketing.

What makes a successful influencer marketing programme?

(c)iStock.com/DeanDrobot

As one of the pioneers in the influencer marketing space, we have worked with many brands over the years and have seen our fair share of successes and failures of influencer programs. 

Behind the vast majority of influencer marketing fails, are two root causes: one philosophical and one operational. 

The philosophical reason behind the failure of an influencer marketing program is that most brands experimenting with influencer marketing for the first time, think of the...

By Pierre-Loïc Assayag, 07 October 2016, 0 comments. Categories: Influencer Marketing, Personalised Marketing, Publishing.

Why influencer marketing is eating the cake of traditional advertising budgets

(c)iStock.com/Highwaystarz-Photography

Marketers are constantly adjusting their strategies to pinpoint the best ways to reach consumers through digital channels.

Nowhere has this been more prevalent than the boom in influencer marketing, which has seen a huge surge in popularity in recent times. Let’s face it, Zoella is now a household name to many of us, and she’s not alone.

But simply having a few forward-thinking and technologically-adept millennials making YouTube videos and taking some...

By Ed East, 14 September 2016, 0 comments. Categories: Influencer Marketing, Social Media Marketing.