Influencer Marketing
ITPLIVE second edition was a true achievement for the Network. With the BBC journalist and ITP chairman Andrew Neil moderating the conference and hosting Logan Paul the 22-year-old Superstar influencer who has got 15 Million subscribers on Youtube, it was one of the most interesting digital influencer's conferences of our time.
ROI, Rate card, market price, engagement, reach, video views, influencer's worth, followers, organic reach, transparency, credibility, content, brand relevancy and scoop of work, were hot topics discussed by industry experts and the influencers themselves.
While Sir Martin Stuart Sorrell the chief executive officer of WPP, highlighted the need for transparency in the MENA region, he spoke about global economy, emerging markets, company revenue …He also announced that this week in the USA the top 100 brands of the year will be announced and he mentioned some of the Biggest 1 trillion dollars company such as Amazon and Apple.
Despite the age gap, Both Logan and Martin identified word of mouth to be the driver in effective communication.
Inspired by the topics discussed during this event, I see a high need for communication experts to consider the below questions, as they directly impact the outcome of influencer's campaign:
- How open is the brand to experiential marketing ?
- Can we do real time Brand Lift solution measures with influencers?
- How to measure sentiments associated with the influencers and the brand endorsed?
- How to choose the best influencer based on each brand's objective?
- With Micro-influencer on the rise are followers still a main KPI ?
- How much is enough investment for experiential influencers ?
So my friend, the game had changed, if you manage a brand then "influencing consumer" should be at the heart of your strategy and if you are as old as i am (no lady will ever mention her age :) ) leave your comfort zone, keep a close eye on trending ideas, content creator, social media innovation, as these will be the driver for the coming year or so.
Hope you enjoyed the read.
Lara
CMO myZoi | Fintech | Venture Building | Digital Banking | Financial Inclusion
7yThanks Lara. I hear controversial views about Influencer marketing. Yes it should be one part of larger marketing strategy but I don't see a well defined research or examples or a success formula which we should have by now in the MENA region (considering influencer marketing has been here for many years). Problem is that we pay them tons of $$ but get very little in return. Could you share real collaborative examples where companies and influencers have collectively created real value for consumers ? Also should our aim be SOV or ROI? Native or Branded content? How do we get to win-win-win? Examples from finance vertical are preferred but any best practice is welcome. Thanks!
Business Development | Sales & Marketing Expert | MENA Growth Strategist | Sustainability& SDGs Supporter
7yToday i was in asset management and trading summit some talked about investment. By influence marketing which is part of mena culture.
Marketing Manager at Rotana Media Group | Influencers Marketing | PR | Social Media | Content Strategy
7yAmazing article, So proud of you🙏🏼