Published: 16 January 2024
Influencer marketing programs can extend brand reach and deliver desired customer behaviors, while providing fresh, authentic content at scale. Digital marketing leaders can maximize the impact of mature, in-house influencer marketing efforts with the right SaaS platform and services.
Influencer marketing continues to grow in prominence. According to the 2023 Gartner CMO Spend and Strategy Survey, 5.8% of digital channel investment is allocated to influencer marketing and 11.8% to social advertising.
As influencer marketing matures brands now seek to build capabilities in-house, which typically requires an influencer marketing platform (IMP) to identify influencers, manage campaigns and measure performance. However, digital marketing leaders note that marketing technology utilization is plummeting, threatening future investments in these platforms and other martech if they do not demonstrate value to the organization.
Digital marketing leaders struggle to develop effective strategies for in-house management
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