NEW YORK--(BUSINESS WIRE)--Augure, the leading cloud software for communication experts, has just released “The 2014 Influencer Marketing status report”. The data collected from nearly 650 marketing and communication professionals across USA and Europe reveals an evolution of this trend within companies and agencies.
Within this online environment, Twitters and Bloggers have attained a very strong relevance for brands due to their extremely high degree of power and influence over a segmented audience. 73% of those surveyed stated that they have been working in Influencer Marketing strategy for at least the last 2 years while 69% affirm that either their influencer actions have been effective or have provided the desired results. Nonetheless, the fact that this trend is still in its earlier stages has given marketing and communication agencies several challenges that must be faced:
- Identify the truly relevant influencers for their own specific brands (61%)
- Being capable of capturing their attention and maintaining their interest (56%)
- Measuring and accurately assessing Influencer action ROI (44%)
How are influencers properly identified?
Social scoring platforms such as Klout have failed to impress these experts when the time comes to identify relevant influencers (a mere 9% feel they are suitable for measuring online influence), and thus other criteria is being used to define the degree of influence being exerted by opinion leaders :
- 79% of those surveyed claim the prime attribute of an influencer should be his/her ability to mobilize opinions and generate reactions when they speak about a specific topic.
- 73% think that a influencer must have a relevant potential audience
- For 62%, influencer is defined as being someone who has a certain level of share of voice in the conversation about a specific subject.
Product launching (76%), followed by content distribution (57%) and events organization (50%) are the most strategic situations where companies and agencies are developing actions with Influencers.
This research has proven the direct linkage between the budget allotted to Influencer Marketing and the effectiveness of their strategies. Those surveyed who are investing the greatest in Influencer Marketing (between 21 and 41% of their overall budget), are those who stated that they are obtaining the most results (51%).
In addition to this report, in mid-March, a webinar about Influencers Marketing will take place hosted by Augure and featuring Zachary Reiss-Davis of Forrester Research. Those interested can pre-register here.
Consult the complete report here: “The 2014 Influencer Marketing status report”.
Further Information about Augure:
Augure’s software and Influencer intelligence helps brands to bridge the gap between traditional PR and Influencer Marketing. Using Augure, PR and Marketing professionals can effectively identify and engage their key influencers in order to increase awareness, build trust and create affinity around their brands.
Created in 2002 in Paris, Augure is now operating in France, Spain, Italy and Belgium. Every day, more than 1.500 brands and agencies of all size use our platforms, including Nestlé, Renault-Nissan, L’Oreal or Publicis.