MarTech’s Influence on ‘Influencer Marketing’
“The role of technology and software becomes especially important in efficiently executing global programs and managing their ongoing success,” reads “Influence 2.0: The Future of Influencer Marketing.”
The study, written by Brian Solis of Altimeter and sponsored by TopRank Marketing and influencer marketing software provider Traackr, is detailed in a Jan. 26 blog post by Lee Odden, CEO of TopRank Marketing.
Speaking by phone with Target Marketing on Monday just before a flight, Odden says the research emphasizes the gap between B-to-B and B-to-C influencer marketing prowess — with B-to-B being far behind.
But both types of marketers can go wrong when they use MarTech incorrectly, the study emphasizes. If they use software to identify influencers only, or use MarTech to find influencers for campaigns — recruit and then dump them — they’re using technology to do the one thing that humans won’t tolerate. Trying to gain influencers without forming relationships with them may backfire, Solis warns in the research.
“Influence isn’t a switch,” Solis warns. “It doesn’t go on and off.”
That’s why influencers are breaking through the marketing noise — because they’re not doing marketing business as usual, he says.
In the research, Solis suggests marketers use MarTech in influencer marketing as so:
- Marketing programs rather than campaigns will maintain relationships with influencers and with customers
- Position MarTech to align influencer marketing with the customer journey. “Identify key influencers, work with cross-functional teams to design ideal content and engagement strategies that connect customers with trusted sources paired with authentic content and information ... Then create content and engagement programs that help your company be useful in key moments and micromoments throughout the customer journey.”
- Measure for engagement, impact and growth. Let go of legacy metrics for influencer marketing. They don’t apply.
On March 1, marketers interested in more information about how marketing software can help make a difference can attend Target Marketing’s 10 a.m. to 5 p.m. event, All About Marketing Tech Virtual Conference & Expo. Registration is free.
What do you think, marketers?
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