Beyond The Buzzword of Influencer Marketing

Our conference held in London on Tuesday 22nd September took a look beyond the buzzword of influencer marketing and focused on the ever-growing importance of influencer marketing for brands. We discussed the dilemma faced by the modern CMO in today’s digital world.

The CMO Dilemma and the importance of influence for the modern marketer

Pierre-Loic Assayag, CEO & Co-founder of Traackr kicked off the event looking at today’s CMO dilemma in our digital world.

  • For consumers, the question becomes: how do I quickly and efficiently find the information I need?
  • For brands, the question has become: How do I get noticed in this sea of noise?

To find the information they need, people are more and more turning to the voices of authority as a path to killing the noise and raising the signal. 

The irony though is that the marketing budgets have not changed. Majority of the marketing spend is on advertising, the least trusted source of information by buyers and consumers. Why is this happening? Why are brands still spending their money on ads when authoritative content is proven more effective?

Brands no longer control distribution. The only way they’ve known how to do this in the past is through PR, which is hard to scale. In order to scale your marketing communication efforts, build relationship with your key influencers. Influencer relations need to be established and developed.

There are brands that are leading the way like and involve influencers in their marketing efforts:

See how Coca-Cola, one of the largest FMCG brands in the world, uses influencer marketing

See how De GRISOGONO, a luxury jewellery brand, leverages influencer marketing

How to build successful relationships and engage with influencers Panel

Nicolas Chabot moderated a fascinating panel conversation with Johanna Whitaker (Global Social Media Lead, Hostel World), Garth Farrar (Senior VP Sports & Entertainment, Ketchum) and Andrew Grill (Global Managing Partner, IBM Social Consulting & former CEO of Kred).

The questions answered provided very insightful advices from our expert panellists:

How would you define a successful relationship with an influencer?

Traackr recently introduced the concept of influencer funnel, helping to nurture relationships overtime. How do you measure the quality of influencer relations? Are there some set criteria that you can use?

For many brands successes will be related to the benefit they extract from this relationship. Is it possible to put a value on relationships? Does the concept of  “Return On Relationship” makes sense to you?

If relationships have a value, brands should invest in relationships. What are the best ways to invest in relationship buildings? How much should brands invest?

Do you think that paying influencers is an appropriate strategy to create successful relationships? Is it a good investment? Some technology players give you the possibility to buy sponsored content at scale from influencers. Does it work?