As influencer marketing becomes more commonplace amongst marketers, its evolution is something that marketers looking to innovate must track, understand, and keep up with. The latest report, Influencer 2.0: The Future of Influencer Marketing, from Top Rank Marketing, Traackr, and Altimeter Group reveals the ways that influencer marketing is evolving, possibly into a field called influencer relations. Brands, organizations, and marketers understand the power of engaging influencers but may lack the resources to make it part of their overarching strategy. This stat exemplifies how marketers are evolving their thinking and strategies for influencer marketing.
- For the majority of marketers, influencer marketing is seen as strategic (almost 75%) but only 24% of marketers have an ‘always on’ program, and only 5% have integrated influencer marketing into all of their activities.
- Influencer marketing does not sit in one function. In fact, more than two-thirds (80%) of survey respondents state that three or more departments engage with influencers now.
- Marketers want influencer marketing to help them engage across the business and the entire customer lifecycle. The top goals and the future of influencer marketing focus on advocacy (94%) and awareness (92%).
“As influencer marketing becomes more commonplace amongst marketers, its evolution is something that marketers looking to innovate must track, understand, and keep up with.”