More and more marketers today are tapping into influencer marketing. Why? Because influencer marketing has the potential to act as a new, relationship-based channel to reach new audiences and build credibility with existing audiences.
From personal experience, influencer marketing can be a tough nut to crack. It’s easy to fall into the trap of doing random acts of influencer marketing and not truly building a relationship or offering a value exchange to the people you identify as influencers in your space.
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 TopRank Marketing, Traackr, and Altimeter Group reveals the ways that influencer marketing is evolving, possibly into a field called influencer relations.
Here are four top takeaways from Influencer 2.0: The Future of Influencer Marketing:
This is an indicator of early maturity in influencer marketing. Brands, organizations, and marketers understand the power of engaging influencers, but may lack the resources to make it part of their overarching strategy. Instead, they often work in either as a grassroots effort from one organization or an extension of existing PR efforts. While this is a good start, working at a tactical/individual campaign level like this can sometimes hinder the evolution of a sustainable influencer marketing program as it’s difficult to prove the overarching strategic impact.