Technology Enables Resolve Influencer Marketing Problems

Martech Outlook | Tuesday, August 02, 2022

As there is an increased demand for influencer marketing, there are various challenges for both marketers and influencers. Technology is helping influencer marketing resolve these issues.

FREMONT, CA: As influencer marketing is increasingly trending, businesses are using influencers on various social media platforms to reach new customers and enhance their brand identity. Recent surveys project that 75 per cent of marketers use influencers in their campaigns. As brands continue to expand their marketing budgets, they will seek out influencers who are experts in their field. By collaborating with influencers, businesses can gain wider attention from the audience, which is necessary for the contemporary market to sell products genuinely.

With the increase of consumers using technologies like virtual reality, there will be an increase in the influencers impacting social media users. Marketing has changed with the integration of technology, which has made campaigns more individualistic and immersive for audiences and more targeted for marketers. Brands are choosing to conduct events with influencers over traditional advertising channels. Since many influencers are coming up, companies will have easy access to influencers that lead to numerous dead ends, such as measuring correct engagement statistics, phoney engagement, or irrelevant or inaccurate information. The usage of AI and machine learning tools can help reduce these issues.

Algorithms used in these technologies can calculate an influencer’s engagement score based on their followers’ engagement behaviour on posts. This helps businesses to determine the potential of influencers to impact their brand marketing. Machine learning tools can be utilised to observe and generate insights into the success of previous campaigns and the marketing patterns of influencers.

Technology has disrupted conventional influencer marketing patterns. Earlier, agencies were the backbone of influencer marketing, and recently, there has been a shift towards using social media platforms. These platforms enable influencers and businesses to present their marketing strategies through open marketplaces built for their businesses. Therefore, brands can use a marketplace to engage with mid-level influencers rather than considering huge-follower-based influencers.

Considering that AI technologies help influence marketing to be more accessible and simpler, management agencies are introducing new strategies and varied portals for influencer marketing, which help brands find influencers that are most suitable for their campaigns. These methods will also assist companies in successfully connecting with influencers regarding opportunities and campaigns.

There is a lot of attraction for businesses, agencies, and influencers in the influencer market currently. Influencer marketing, however, has a bright future because of emerging technologies and distribution methods.

Open sources like DIY platforms and growth hacking methods like geofilter have made influencers more approachable to unknown brands and the general public. Immersive VR and AR advertising will increase audience engagement by bringing viewers and influencers closer together and raising influencer’s value

It is anticipated that the design and structure of influencer marketing are likely to undergo radical transformations in the coming years. It will continue to play a crucial role in brand promotions, regardless of the changes.

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