Nearly two-thirds (61%) of marketers say one the biggest challenges of influencer marketing is identifying the relevant persons who can truly help their brand or campaigns, according to a recent report from Augure.
More than half (56%) of marketers say another major challenge is getting the attention of influencers and building interest with them via direct interactions.
Accurately measuring the ROI of influencer campaigns is an additional headache, with 44% of marketers citing it as a significant challenge.
Below, additional key findings from the report, Influencer Marketing Status 2014, which was based on data from a survey of 649 European and US marketers.
What Makes Someone an Influencer?
- Only 23% of respondents say a well-known celebrity is inherently an influencer.
- Just 9% see Klout as a valid method for defining the influence of a person.
- 79% of respondents say an influencer should "echo"—i.e., be able to mobilize opinion and create reactions when they talk about a specific topic.
- 73% say "exposure" is an important attribute—i.e., the size of the influencer’s community in a specific area.
- 62% cite "share of voice": the influencer’s degree of participation in conversation on a given subject.
How Influencers Are Contacted
- 66% of respondents say email is a suitable and effective channel for contacting influencers.
- 57% say Twitter is a useful channel.
- 52% say contacting influencers via their blogs is effective.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji