Best practices and trends on Influencer Relationship Management from the Smart Insights Digital Marketing Trends summit 2018.

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#DigitalPriorities Digital Marketing Priorities 2018 brought to you by
The Future of Influencer Marketing: From
Experimentation to Transformation
Kirk Crenshaw, CMO of Traackr
@kirkcren

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Before we start… house keeping
• A recording for the webinar will be sent via Email
• Slides will be available via Smart Insights Slideshare
• Please get involved with the interactions:
• Give your views in the votes
• Do ask questions at any point via the Questions panel

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Recommended Smart Insights toolkit update

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About Traackr

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Why Influencer Marketing?

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The World is Changing

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A New Audience Has Emerged for Brands

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Influencer Marketing is the New Conduit
for Reaching Customers

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The Current State of Influencer Marketing

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Research Methodology
• 102 brand marketers and strategists
participated in a research study, led by
Traackr & TopRank Marketing, to
evaluate the current and future state of
influencer marketing in leading
enterprises
• ENTERPRISE SIZE:
• 70% of respondents come from companies
sized 1000+
• 48% of respondents come from companies
sized 10000+
• 36% come from either Fortune 1000 or
Global 500 companies
• RESPONDENT LEVEL:
• 28% are CMOs or higher
• 50% are VPs or higher
• 81% are Directors or higher

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Influencer Marketing is Still Maturing
• 29% of the companies interviewed can be considered mature, as they seek ongoing
value from influencer marketing (ongoing and integrated programs)

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Influencer Marketing is Viewed as Strategic
• 71% of brand marketers rate influencer
marketing as a strategic or highly
strategic practice
• And its impact is most perceived through
content marketing and social media
marketing

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Influencer Marketing Lives Across the Enterprise
• Who engages with influencers?

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The Future of Influencer Marketing

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Mature Brands That Invest in It Plan to Spend More
• How much are you planning to spend on influencer marketing next year?

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Influence Impacts More than Top of the Funnel
• 10 goals of influencer marketing

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Influencer Marketing Will Be Integrated
in All Marketing Activities

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Influencer Programs Become a Driver for Change
• What role do you see influencer marketing playing within your organization in the next
three years?

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Key to Maturity: Align Influencers to the Customer Journey

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Scalability Is the Main Challenge for Brands
• What are the key challenges to your practice of influencer marketing?

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From Tactical Campaigns to Strategic Programs

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Influence Is, in Its Very Nature, Cross-Functional

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Always-On Works

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10 Priorities Organizations Embracing
Influencer Marketing Are Addressing
1. A new budgeting and financial
management framework
2. New organizations and internal
collaboration processes
3. Global and local activities and
coordination among teams
4. Breaking silos in the digital marketing
practice and influencer relations’
integration
5. Involving procurement teams
6. ... legal and compliance departments too!
7. Bringing influencer management
capabilities and expertise in-house
8. The human resources challenge
9. Moving to the CMO Dashboard
10. The advent of technology

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Questions?

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#DigitalPriorities Digital Marketing Priorities 2018 brought to you by
The Future of Influencer Marketing: From
Experimentation to Transformation
Kirk Crenshaw, CMO of Traackr
@kirkcren