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Micro-Influencing and Big Data to Enhance Marketing Strategies

Martech Outlook | Monday, August 08, 2022

As companies are focusing on building relevant relationships with their customers, micro-influencers are playing a vital role in fixing effective communication between brands and consumers.

FREMONT, CA: A larger discussion is taking place to derive advantage of data to better plan, implement, and measure the success of micro-influencer campaigns used by brands. This is done with a stronger emphasis on customer loyalty, effectiveness, and ROI. Micro-influencers will lead to an effective relationship between brands and consumers.

The Growth of Micro-Influencers

There was a massive growth of micro-influencers, especially during the pandemic, which invited brands to integrate them into their marketing strategy. These influencers with fewer than 100,000 followers on social media platforms are delivering authentic messages to their audiences and engaging communities.

As previously stated, the pandemic-related lockdowns resulted in a large influx of micro-influencers into the marketing space. Small-scale influencers are not confined to following a specific niche but are flexible and engage in a myriad of topics. There was also a rise of multi-channel influencers and content creators shifted from longer-term established platforms to newly emerging mediums, thereby raising and diversifying their fan base.

When businesses face an unfathomable future, micro-influencers can help brands maintain an authentic connection with consumers and develop customer loyalty. Smaller influencers have proven to be reliable production houses, capable of producing images and videos that revolve around essential ideas at a time when creating content is challenging.

Therefore, many brands have started seeking micro-influencers assistance to improve their PR and social media marketing strategies. It seems that this is the right time for brands to enhance their influencer marketing strategies as access to better tools and data is leading to increased customisation and precise measurement.

Personalised and Planning

Possibilities to access customer data can effectively personalise channels and message them better than before, which is an advantage for influencer marketing campaigns. In addition to this, in-platform tools are also providing audiences’ information such as their content consumption patterns, most preferred channels, interesting content, and messages they respond to, which are valuable insights for leveraging influencer marketing activities. These insights can be utilised to understand trending topics and conversations that are required to be part of engagement with audiences. Also, these insights help in connecting with different platforms, which helps to identify interactions between potential micro-influencers and their followers. Thus, it enables marketers to build relationships with the right audience that is interested in their brands.

Performance and Measurement

Brands need to discover methods to measure activity that helps in achieving their commercial goals. Existing solutions like in-platform metrics offer marketers a view of reach, comments, and shares, indicating the success rate of a campaign. This helps them to realise how well the content has engaged with the communities. Affiliate marketing codes are also beneficial to gaining a direct view of the conversations generated by a specific partnership. However, this does not provide an accurate picture of the value of influencer marketing.

Incorporating data into every element of the campaign process, from planning to measurement, will not only enable brands to precisely target the most relevant customers but will also provide answers to critical queries about the impact of this activity. It will not just focus on short-term sales but also on long-term business objectives. Thus, brands will be able to continue investing in micro-influencer activity as part of a wider channel mix.

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