Influencer Marketing Trends in 2018: Identification, Recruitment & Segmentation Trends
Influencer Marketing Trends in 2018: Identification, Recruitment & Segmentation TrendsIt is among Marketers’ biggest Influencer Marketing & Relations (IMR) challenges: discovering, identifying and vetting the right Influencers for their brand, business objectives, and strategy. The future of Influencer recruitment requires going above and beyond a smart database of Influencers, so that the process is an ongoing data and channel-agnostic methodology. Influencer identification, especially in the context of a brand’s ethos and customer experience (CX) touchpoints, should not be validated by reach and engagement rate alone, and requires more context, that a brand’s CX touchpoints can provide.
Influence is dynamic. It is rooted in historical behavior and predictive performance, which requires technology integrated into select brand touchpoints to best understand and quantify. An Influencer might be a mega-influencer or might be a micro-influencer depending on the category, brand or network, and their influence might be relevant for the next few hours or perhaps for years to come.