There’s a lot to look forward to in 2017 but not all change is bad. Especially when we’re discussing significant changes in digital marketing, specifically within the world of influencer marketing. As marketing budgets continue to shrink and brands become more pressed for a better ROI.
From my past experience in the year of 2016, here I am going to list 10 predictions for the industry that will help marketers building a sound digital marketing campaign strategy in the year of 2017.
After decates of use , the veneer on celebrity endorsements will finally crack and brands will come to realize that fame does not automatically bring influence. The influencer marketing will play a major role in digital marketing in coming years for all businesses.
2. Influencer Marketing
Agencies who began investing in influencer marketing at scale and building practices around influencer marketing as a core competency are winning business and driving their own revenue and growth. Expect a focus on data and transparency.
3. Small Brands will Reach to Right Consumers
As proven influencer marketing platforms use their experience, technology and data to create increasingly affordable and predictable ways of getting a return, expected more small and medium enterprises and even small and medium sized businesses to join the fray. For marketing technology vendors, this means thousands more eligible customers, provided they can continue to deliver influencer marketing success and the best customer experience, as their numbers swell.
4. Scalable Influencer Marketing will Integrate into the Martech Stack
Marketers desperately need ways to see the whole landscape and we predict rapid integrations with other business systems, starting with the rest of the Martech Stack as well as business intelligence (BI) platforms. With revenue attribution as the holy grail, influencer marketing platforms that are already starting to talk to these other platforms- sharing content, performance data, insights and more – dramatically increase their value to organizations.
5. Influencer Marketing will Penetrate B2B
We see innovative B2B marketers recognizing their buyers are people, too and that ultimately purchase decision are made by humans – real consumers who distrust brand messaging do their homework and investigate B2B brands, long before they have fallen into dreaded funnel.
6. Brands Will Connect the Dots Between Offline and Online
This means connecting with influencers online to influencer consumers to do something offline. Sponsored content will also drive offline action in the form of sales.
7. Real Time Social Channels will Require Brands to Give up Creative Control
Influencers need to stay true to their own personality, meaning they aren’t accepting every opportunity but being selective with partnerships and maintaining authenticity in the content they create.
8. Audience will Become More Important than Influencer
Marketers will need to shift away from choosing influencers who resemble a target consumer as we see audience targeting in influencer marketing as a natural marriage of what marketers do in traditional marketing.
9. People will Call a Timeout on Traditional Social Engagement Metrics
True ROI will be more important than ever. As top brands and agencies lean into influencer marketing, they will need to confirmation that it’s actually affecting their bottom line.
10. Micro-Influencers will Stake their Claim
Finding a successful influencer is about reaching to your true audience, no matter how small.
Courtsey: Forbes for content and Google for images