This breakfast will be an opportunity to discuss Influence gambling data china Marketing, a lever particularly appreciated by marketers in 2019. I will therefore be on site at 65 boulevard Haussmann in Paris to lead the debate and I would like to take this opportunity to thank Jean-Denis Garo, President of CMIT, for inviting me. I will present the book “ Influence Marketing – Strategies of brands with influencers ” published by Editions Kawa, co-written with Guillaume Doki-Thonon, Founder / CEO of Reech, and will answer the various questions from the participants. A copy of the book will also be given to everyone during the breakfast! Please note that registration is only open to Marketing & Communication Managers currently in office. Register here .
The performance of Influence Marketing
During this breakfast, we will talk about the trends of Influence Marketing in 2019, the strategies to adopt with influencers, the partnerships to set up and the content to prioritize on social networks. This year, marketing professionals are wondering how these partnerships can continue to ensure measurable success. We will therefore focus on the performance and KPIs of Influence Marketing. To illustrate my remarks, I will first rely on a study by Rakuten Marketing which answers the following question: “How has the measurement of the performance of a campaign evolved?”. Then on an infographic by Reech on the KPIs and Ratios of Influence.
Some figures from the Rakuten Marketing study: While 90% of French people have already wanted to buy products recommended by influencers, 86% have already taken the plunge by clicking directly on a link or photo promoted by an influencer. According to the results of the study, three out of four Internet users would have spent up to €500 for a recommended product, including 74% of women. At the same time, 65% of consumers worldwide, and 77% in France, said they had discovered at least one new brand or product per week thanks to an influencer. 24% even go so far as to say that this happens every day (this figure rises to 35% in France). It is therefore not surprising that some consumers give in to their desires and appropriate the object of their desire.
Marketers are able to measure a variety of metrics, including reach, awareness, site traffic, and direct and indirect sales. Overall, reach is the most measured KPI, followed closely by brand awareness. Direct sales are a close third to a marketer, but they are still an important metric, as is site traffic. Marketers should continue to assess their effectiveness in measuring the results of their influencer partnerships, but should also consider how effective they are at defining the metrics that matter most to achieving their campaign goals and how to exceed those goals through better measurement and understanding. The study highlights the metrics most tracked by brands:
