Most marketers are either still experimenting with influencer marketing, or they're running individual campaigns rather than maintaining ongoing programs, according to recent research from Altimeter, Traackr, and TopRank Marketing.
The report was based on data from a survey conducted between August 24 and September 28, 2016, among 102 marketers; 70% of respondents work for companies with 1,000+ employees.
Some 43% of respondents say their brand is still experimenting with influencer marketing, and 28% say they are involving influencers in individual campaigns.
Just 24% of respondents say their brand is running ongoing influencer programs, and 5% say they have integrated influencers across all marketing activities.
B2C companies have more mature influencer marketing (IM) programs overall, with 55% running ongoing programs, compared with 15% of B2B companies doing so.
Respondents say influencers have the most impact on content marketing campaigns and social media marketing campaigns.
Marketers say the primary reasons they use influencers are to improve brand advocacy (94% of respondents cite it as a goal), expand brand awareness (92%), and reach new targeted audiences (88%).
About the research: The report was based on data from a survey of 102 marketers between August 24 and September 28, 2016; 70% of respondents work for companies with 1,000+ employees.
Oh, boy. The dreaded sign up form.
Before you run for the hills, we wanted to let you know that MarketingProfs has thousands of marketing resources, including this one (yes, the one behind this sign up form), entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may also like:
- Five Tips for Enhancing the B2B Customer Experience to Generate More Sales
- It's Time for Chief Market Officers to Play Offense
- The Three Key Types of Influencer Marketing Campaigns [Infographic]
- A New Way of Working Remotely: Email and IM Aren't Enough
- Your Messaging Framework: What It Is, Why You Need One, and How to Build It