Published: 26 June 2023
Influencer marketing is critical to social marketing strategies seeking to expand audience reach in today’s digital-first environment. To succeed, digital marketing leaders must identify the right influencers and performance metrics while adhering to evolving engagement trends.
Digital marketing leaders struggle to connect influencer marketing programs to tangible business results, often because they lack a clear strategy for how such programs will support specific marketing objectives.
Influencers can contribute to marketing campaigns in myriad ways, such as content creation, distribution and commerce.
The limited reach of organic social media increasingly requires paid media support, and often results in complex program design and management.
Responsibility for influencer marketing programs is often fragmented across multiple in-house and agency owners, lacking coordination and clear strategy.
When selecting influencers to support their digital marketing strategy and execution, digital marketing leaders should:
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