The Evolution of Influencer Marketing (and how to get in on the act)

As new brands flood the marketplace, organisations are always on the lookout for a way to stand out from the crowd. Building brand rep is big news, and one of the fastest growing avenues in today’s digital landscape is influencer marketing – but the way that brands interact with influencers is changing.

In this blog we’ll talk you through the evolution of influencer marketing, share top tips for getting your brand noticed, and shine a light on the power of an omnichannel approach – because in a world that’s digital-heavy, print can shout louder than most.

How is influencer marketing changing?

Influencer marketing is having its day. With a market size estimated to be worth $22.2 billion by 2025, and a quarter (25%) of marketing agencies and brands devoting 10-20% of their marketing budget, global influencer marketing is big business.

If you’re not yet up to speed, influencer marketing relies on endorsements from people who carry influence in their social space. The products they promote across their social media channels ‘influence’ their community to follow in their footsteps and declare “I’ll have what they’re having.”

But while brands may have historically gone after any big-name personality with a sizeable following, the savvy marketers of today are far more focused on the connection a person has with their audience. Influencer marketing is no longer about followers alone; instead, influencers (in some cases with as little as 1,000 followers) who enjoy strong rates of engagement thanks to a more personal connection with their audience are the ones brands are putting their money on.

Today, it’s all about quality, not quantity. People crave authenticity, so if they see a popular name pushing a product just because they’ve been paid to do so, they’re not going to be as ‘influenced’ as they are by a content creator who evidences relevance with what they’re trying to sell. It’s selling by stealth, and it’s making waves in the world of marketing.

How can I use influencer marketing to improve my brand rep?  

In the search for targeted, more authentic partnerships, today’s brands are more likely to focus on long-term partnerships with fewer, more relevant micro and macro influencers. But if you’re planning to jump on this trend, you need to do it right!

  • Who makes sense for YOU?

Rather than going after those influencers with the greatest following, get the most bang for your buck by choosing a partner who will connect with your target audience. Think about it: using a beloved beauty influencer to push your range of pre-made cocktails isn’t going to make sense or score points if that influencer doesn’t drink. The most important thing in influencer marketing is to be authentic!

  • Time things to perfection

If you can bag an influencer or celeb as they rise through the ranks, you’re going to be quids in. You might be able to negotiate a better price with someone whose star is waning, but is that really worth your money? Make the best investment you can with the budget you have for the strongest ROI.

  • Don’t be afraid to iterate

As with any form of marketing, it’s important to trial what works for you. You might not have instant success; you might need to be patient; you might even choose the wrong influencer altogether and find yourself back at the drawing board, but this is all part of the process. Test, test, and test again. 

Even in the midst of our growing influencer craze, it’s important not to lose sight of the bigger picture (AKA marketing, in all its guises).

Why does multichannel marketing matter in a digital age?

There’s no denying that influencer marketing is having a moment (who are we kidding? It’s most definitely here to stay!), but that doesn’t mean it’s the only form of marketing your brand needs in order to get noticed, build awareness, and cultivate loyal customers.

Multichannel marketing and cross-channel activation is crucial for brands who are serious about increasing their share of the market and extending customer lifetime value. Particularly because nearly half of marketers struggle to quantify influencer ROI.

Rather than existing solely in a silo, influencer marketing is there to compliment your other channels – and should always be interwoven with other routes to market. From emails, website, and PPC, to TV, radio, and printed mail, omnichannel marketing integrates your brand’s presence across different channels and touchpoints for a seamless customer experience. 

Incorporating print marketing into your multichannel approach has been shown to boost ROI by 12%, while consumers who saw mail first spent 30% longer looking at related social media and advertising. Rather than replace print marketing then, the rise of digital and influencer marketing has merely transformed it – bringing tangibility and a touch of permanence into our fast-moving consumer age.

Marketing for the future

Despite becoming synonymous with beauty, fitness, food and the like, influencer marketing is just as effective (and important) for more traditional industries – like retail, charity, and finance. With its ability to cultivate brand awareness and customer loyalty, it’s important that brands from every sector understand how to keep up with the evolutions in influencer marketing, while strengthening their cross-channel approach.

To work with a print partner who gets the ins and outs of modern marketing, find out how we can support your multichannel strategy for optimum ROI. 

Keen to learn about the exciting possibilities for innovative campaigns in your print marketing? Get in touch to speak to our team.


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