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CreatorIQ: How does influencer marketing fit into the broader marketing mix?
CD: At Gleam, we think of influencers as its own channel. We believe that by leaving influencer marketing in a silo, you're missing opportunities to be able to capitalise on blending the omni-channel presence so when we think about influencer marketing we would like to be able to have the opportunity to learn from what other channels are doing which then gives us insight not just into the audience that the brands are trying to reach but then also what they're doing in other channels that can then impact the decisions we make both from Talent and also on the creative that we produce as well.
CreatorIQ: Which metrics do you use to determine success?￼
CD: We use a mixture of everything from standard metrics of likes, comments, engagement, engagement rates all the way through to econometric modelling so like we said we would like to believe that influencers is its own channel, by us being able to measure￼￼ it alongside other channels and then build it into wider reporting mechanism you can then start to build out econometric models to then measure the impact of each individual channel and the impact the influence has on the wider business objectives￼.￼
CreatorIQ: Which tools and methodologies help you measure campaign effectiveness?￼
CD: When it comes to measuring effectiveness we use multiple different tools and methodologies so obviously we use CreatorIQ at the first point of call but we also use things like social listening, econometric modelling and even Google Analytics data as well. ￼
CreatorIQ: How does influencer marketing compare to your clients’ other marketing channels￼?
CD: For the clients we’ve been working with we have seen some really great success recently and I think to be honest the clients have been surprised because sometimes it’s been their first exposure into influencer marketing. We found over the past few years that depending on how you build strategies you can impact various stages of the marketing funnel. I think for some clients the surprise has been around actually the impact it’s had on direct sales￼￼ so the actual sales uplift in-store and online for others they’ve been amazed at the exposure they’ve got from the Awareness point of view and also Consideration as well.
We’ve done some work with some clients that we are really trying to focus on purchase propensity and we were able to measure that through econometric modelling but also through social listening and sort of seeing the way the content and the partnership through Talent that the audiences changes in behaviour and their perception of the brand has changed and it’s been visible through the comments and also￼￼￼ not just that the conversations that Talent has with your audience around the content, you know the community management aspect, is something that’s often forgotten about but can be really really powerful when it comes to changing audiences perception of brand￼￼￼￼s.