Execution is a five step process comprising 1. Identification & evaluation: For identification and evaluation, analytical and web tools are employed which measure parameters reflecting above mentioned traits 2. Designing of strategy of engagement 3. Identification of influencer’s ecosystem and assessing her interests 4. Engaging & negotiating with influencers and 5. Measuring return on influence. These influencers in return expect reach, content, brand affiliation, exclusive information, money and experiences. From influencer becoming a consumer to brand advocate, the relationship built between company and influencer is a step-process, with influencer climbing each level of ladder of engagement.
Why Influencer marketing is difficult is, because identification of truly right influencer is incredibly time intensive and it takes even more time to monitor all of the influencer’s conversations as their presence is dynamic with regard to time frames. Also many influencers don't want to associate with any brand, because they feel it will jeopardize their purpose of reviewing and advising impartially.
While many marketers opine that influencer marketing is dying. No, it’s not. Its evolving and might just take different names. Previously the way recommendations and referrals worked is being replaced by current new and different method, influencer marketing.
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About the Author:
Deepika is currently doing her MBA from IIM Bangalore. At IIMB, her major interests lie in Marketing and Strategy. Prior to this she graduated from IIT Kharagpur. She is a passionate dancer. Besides this, she loves oil painting and likes to take a shot at writing in her free time.
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