First, Tim noted these upcoming events of note:
- The first MeasureCamp unconference ever in the U.S. will be in Cincinnati on Saturday, May 13th. It’s free! Register, and consider running a session
- The Market Research Exchange Conference in Columbus on April 7th.
Then, for March’s presentation we took a dive into influencer marketing, lead by a triumvirate of influencer marketing gurus from SEEN. Brian Zuercher got the standing ovation part of the session out of the way early, so we could focus on learning what influencer marketing is and how real practitioners (Alex Ditty and Ami Murphy Iannone) get it done.
Influencer marketing poses an interesting conundrum for us analysts: because while there are certainly metrics to be had and plenty that can be measured, the true value of this kind of marketing sits early in the customer sales cycle where meaningful hard numbers do not abound. Metrics like “reach” or the unfortunately named “potential impressions” can easily lead one down the wrong path and should mostly be ignored. Engagement metrics can be valuable, but they don’t tell the whole story.
The most important message was that a marketing strategy based solely on metrics optimization will lead towards increasing just those metrics themselves. In other words, focusing on increasing clicks and impressions can lead myopically towards just looking at marketing channels that directly affect those channels like PPC. This approach ignores the huge strategic benefits of increasing other (harder to measure) factors like brand awareness and affinity.
Is There Really Influence in Influencer Marketing?Influencer marketing isn’t new, but how it’s done is. Today the list of influencer content, formats, and platforms is becoming longer and longer. A variety of data and information is used: from the discovery of these creators to the measurement of the impact of their sharing. Marketers and their teams are faced with the wondering and explaining how and why this works.For March’s cbuswaw (yes it’s really on Wednesday this time!), join Brian Zuercher and Alex Ditty from SEEN, an influencer marketing software & services provider.From SEEN’s work with brand powerhouses like Hershey’s, Reebok, Hilton, and more — they’ll provide insights and tools to help answer questions about influencer discovery, influencer impact, ROI, and what’s trending.
Posted by Columbus Web Analytics Wednesdays on Wednesday, March 8, 2017
Join us back at Rev1 again next month when Sara Kear and and Dave Boroi from Adept Marketing will talk about Conversion Optimization!