Post by account_disabled on Mar 11, 2024 4:39:11 GMT
The topic of Influencer Marketing is almost always addressed from the influencers' point of view because for the media it is the most curious and newsworthy aspect. At Buzzoole we decided to explore the market by investigating the perspective of companies that buy or independently do business with creators. We did this by commissioning research on 300 decision makers from large companies to Koniqa , a consultancy company for offer innovation and go to market. The 3 phases of Influencer Marketing The investigation brought to light a stratified and dynamic market that can be interpreted from an evolutionary perspective. There are at least three types of companies that can be traced back to three phases of an evolutionary path: adolescence, maturity and the phase of greater sophistication in the approach to Influencer Marketing.
Italian companies and influencer marketing Young: 53% of the companies India Mobile Number Data interviewed belong to the cluster of those who are approaching Influencer Marketing. They do this by cautiously exploring this lever, especially by using it for occasional projects (for example for the launch of a product or for a corporate event). Companies of this type do not actively participate in the management of all phases of the IM process, but prefer to delegate them to the partner agency. Mature: 24% of companies belong to the cluster of those who have already had experience involving influencers. They are characterized by a younger and more educated management. Here the brand has an active role, as "conductor" in supervising the strategy and coordinating multiple suppliers, necessary for the development of more complex campaigns: media center, communication agency, public relations agency.
Sophisticated: 23% of the companies interviewed belong to the most advanced cluster, i.e. those who use Influencer Marketing in a strategic way. In this group, management is concentrated in the 35-44 age group with the highest level of education found. The purchasing decision for IM solutions is concentrated in the marketing function, which has budget responsibilities and is able to take charge of the entire process, from the strategic to the operational phase. These brands even go so far as to reconfigure their organization to meet the purpose, entrusting Product Managers and their teams to manage the process. The role of Influencer Marketing in the Customer Journey 45% of interviewees attribute a specific role to Influencer Marketing within their communication strategy.
Italian companies and influencer marketing Young: 53% of the companies India Mobile Number Data interviewed belong to the cluster of those who are approaching Influencer Marketing. They do this by cautiously exploring this lever, especially by using it for occasional projects (for example for the launch of a product or for a corporate event). Companies of this type do not actively participate in the management of all phases of the IM process, but prefer to delegate them to the partner agency. Mature: 24% of companies belong to the cluster of those who have already had experience involving influencers. They are characterized by a younger and more educated management. Here the brand has an active role, as "conductor" in supervising the strategy and coordinating multiple suppliers, necessary for the development of more complex campaigns: media center, communication agency, public relations agency.
Sophisticated: 23% of the companies interviewed belong to the most advanced cluster, i.e. those who use Influencer Marketing in a strategic way. In this group, management is concentrated in the 35-44 age group with the highest level of education found. The purchasing decision for IM solutions is concentrated in the marketing function, which has budget responsibilities and is able to take charge of the entire process, from the strategic to the operational phase. These brands even go so far as to reconfigure their organization to meet the purpose, entrusting Product Managers and their teams to manage the process. The role of Influencer Marketing in the Customer Journey 45% of interviewees attribute a specific role to Influencer Marketing within their communication strategy.