Part 3 of our Influencer Marketing & Relations in 2018 series. How to solve marketers’ need for high quality content on-demand, including how to develop an integrated Influencer Marketing Mix (iMM) and a new approach to Influencer campaign design (IX).
A growing problem that a unified, enterprise-level CX+Influencer Marketing & Relations strategy can mitigate is the increasing cost of and need for quality content, which persists from the proliferation of Digital channels and Marketers’ pursuit of an intuitive, personalized CX. Marketers should be leveraging and repurposing Influencer-generated content (IGC) across different brand touchpoints in their CX, as well as A/B testing campaign creative before it goes live.
Mavrck’s A/B functionality enables Marketers to A/B test Influencer segments for real-time feedback and optimization. Marketers can realize improved content efficiencies and effectiveness by adopting an integrated Influencer Marketing Mix (iMM), that intentionally aligns Influencer and paid media activation in a focused, holistic campaign strategy.
As such, engaging Influencers that have already captured the attention of a target audience should also be a prioritized, always-on strategy. Maintaining the relationship is complex and requires dynamic, personalized messaging based on who the Influencer is, their preferences, and motivations. Personalizing Influencer interaction in the same way Marketers seek to personalize the customer experience (CX) requires integrated Influence Plugin because no two Influencer experiences should be, or will be, exactly the same. We call this approach to proactive Influencer campaign design Influencer Experience, or IX. Influencers should be activated and incentivized to create, amplify and submit content in the unique ways they’re motivated and capable of delivering brand value.
On the fringe of omnichannel CX strategy remains the ever-expanding universe of nascent and emerging channels and touchpoints. Modern marketing requires Marketers to uncover, understand, and then access emerging platforms, channels, and formats (e.g. Musical.ly, Fam, Cabana, Live.ly) in order to keep up with their target audiences’ evolving habits. Often, emerging channels are short-lived and lack advanced paid media opportunities, at least initially. Emerging formats on existing platforms also require a non-paid approach – since those paid options usually lag, e.g. the recently renewed focus on Facebook Groups:
“More than 1 billion people around the world use Groups, and more than 100 million people are members of “meaningful groups.” These are groups that quickly become the most important part of someone’s experience on Facebook. Today we’re setting a goal to help 1 billion people join meaningful communities like these.”
And more often than not, Mega- and Macro-Influencers have yet to amass a following in channels like Facebook Groups. It is for these reasons that Marketers are turning to Micro-Influencer segments to help to unlock emerging media’s potential for the most inclusive, integrated CX.
Mavrck’s Influence Plugin allows for real-time, omnichannel, personalized activation & incentivization in the moment of Influencer interaction based on brand objectives. Marketers have dynamic needs based on any number of given strategies that require dynamic responses; Influencers needed to complete said campaign activities are incentivized in different ways, based on what Mavrck’s Influence Plugin determines.
For more on this topic, check out Part 1 and Part 2 of this series. To access our 2018 trends report and roadmap to creating an integrated Influencer Marketing Strategy, download our white paper, Influencer Marketing & Relations Trends in 2018: Integrating Multiple Dimensions of Influence into the Customer Experience.