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Print Posted By ECT News Network on 07/08/2017 in Marketing Software / Services

6 Emerging Influencer Marketing Trends

6 Emerging Influencer Marketing Trends

Influencer marketing has become an area of strategic importance for marketing departments, according to a recently published white paper from Traackr.

Traackr describes influencer marketing as the process of identifying, researching, engaging and supporting people who create high-impact conversations with customers about a brand, products or services.

B2B technology companies are aware of the trend, according to the paper's coauthor, business consultant Mark Schaefer, but they lag in implementing influencer marketing programs.

Companies need to rethink how to go to market, Schaefer said. They also must acquire new skills, reconfigure measurement methods, and relinquish at least partial control of the message. Adding that trust in the subject matter experts is critical.

The 6 Emerging Trends

 Experts interviewed for the paper highlighted six industry trends that currently are shaping B2B influencer marketing:

  • emergence of micro-influencers and their role vis-a-vis macro-influencers;
  • importance of leading with purpose rather than resorting to promotion;
  • relationship between expert voices and the brand voice;
  • need to move from campaign-driven activities to always-on engagement;
  • demolition of silos in favor of cross-functional collaboration; and
  • evolution of measurement from reach to outcomes.

Read the full story on the E-Commerce Times.

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