[December 01, 2016] |
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TapInfluence Unveils Influencer Marketing Predictions for 2017
TapInfluence,
the authority on influencer marketing, unveils its annual 2017 "Tap Ten"
predictions for digital marketers about the state of the influencer
marketing industry. Forrester (News - Alert) research predicts digital advertising
spend will overtake traditional advertising by the end of 2016 with the
margin expected to grow in 2017. Furthermore, according to research
company KPCB, adblocking adoption, particularly via mobile, is also
expected to pick up aggressively (Adblocking usage through mobile is
currently at an estimated 420MM worldwide).
This Smart News Release features multimedia. View the full release here:
http://www.businesswire.com/news/home/20161201005487/en/
TapInfluence 2017 influencer marketing predictions (Graphic: Business Wire)
In a recent eMarketer (News - Alert) survey, 84 percent of marketers are expected to
take on influencer marketing in the next 12 months. The stats are all
pointing towards exponential growth in influencer marketing, the problem
is digital marketers are still challenged with how to start in this
nascent space. With extensive experience in the industry, the
TapInfluence insights team has identified it's top 10 trends for the new
year with key insights to inform marketers' 2017 digital marketing
strategies.
Leading the "Tap Ten" announcement is TapInfluence CEO, Promise Phelon.
Over the past year alone, Phelon has seen influencer assignments grow in
TapInfluence by almost 90 percent and expects growth to continue in 2017.
"TapInfluence has been setting the standard for influencer marketing and
redefining how marketers and brands reach consumers. Traditional
advertising isn't paying the dividends it once did and we proved this in
a study with Nielsen Catalina," says Phelon. "Consumers don't listen to
brands because they're not human. Influencers are real people, and
that's why they are able to engage their audiences. The influencer
marketing space is so new that marketing executives are still doing many
things incorrectly. Our 2017 predictions are the quintessential guide
that will help marketers move the needle and drive sales."
The "Tap Ten" 2017 influencer marketing predictions include:
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1.
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Authenticity Will Be Questioned
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After decades of use, the veneer on celebrity endorsements will
finally crack and brands will come to realize that fame does not
automatically bring influence. Celebrity endorsements are rarely
believable and they are not quality content creators by
trade. Influencers can deliver high-quality content that is better
targeted to specific consumer needs.
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2.
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Agencies Who Build Practices Around Influencer Marketing Will
Win
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Agencies that are already investing in influencer marketing as a
core competency and building practices at scale will win business
and drive their own revenue/growth. The focus here will rely on data
and transparency, facilitated by influencer marketing automation
platforms. Early adoption is the key. Transparency in value and
price are paramount. And, real measurement is table stakes.
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3.
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Marketing Tech Will Become Accessible and Further Differentiate
Challenger Brands
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With limited resources, smaller brands need efficient ways of
reaching the right consumers in order to steal share away from
established competitors. They will seek solutions that reduce
strain on their human resources without straining their budgets,
squeezing the highest possible ROI out of any campaign and
marketing spend. These brands will turn to platforms with
experience, robust technology, and actionable data to create
affordable and predictable programs that produce results.
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4.
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Scalable Influencer Marketing Will Integrate into the Martech
Stack
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Increasing popularity of influencer marketing has created increased
demand for efficiencies and IM technology. Marketers desperately
need ways to see the whole landscape, and we predict rapid
integrations between influencer marketing technology and other
business systems as well as business intelligence (BI) platforms.
CMO martech investment is expected to grow to a whopping $32B by
2018. With revenue attribution as the holy grail, influencer
marketing platforms that talk to these other platforms-sharing
content, performance data, insights and more-dramatically increase
their value to organizations.
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5.
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Influencer Marketing Will Penetrate B2B
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The B2B
and B2C paths to purchase are converging just as consumer's
personal and professional lives become more intertwined. B2B
marketers are recognizing that their customers real consumers who
resist brand messaging, do their homework, and investigate B2B
brands long before they fall
into the dreaded funnel.
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6.
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Brands Will Connect the Dots Between Offline and Online
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Influencers have the power to bridge that gap and marketers will
leverage online influencers to spark offline action from
consumers. Product-specific influencer content can serve as
point-of-sale persuasion to consumers in physical stores.
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Recent data has also proven that online influencer content has a
powerful and trackable effect, not only on e-commerce, but on
offline sales as well. A 2016
study with Nielsen Catalina Solutions proved that sponsored
blogs and social media posts by influencers increased purchases of
the advertised product and prompted a noticeable shift away from
competitors' products-even by those who had been loyal to
competitors previously.
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7.
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Real Time Social Channels Will Require Brands to Give up
Creative Control
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Influencers will no longer accept every opportunity that is
presented to them. They are becoming selective with partnerships and
maintaining authenticity in the content they create for their
audience. Brands must accept that to be successful, they must allow
influencers to stay true to their own personality-and that means
reigning in the urge to dictate content to influencers or heavily
edit what they create. In 2017, the real-time social platforms will
force brands to truly step out of the creative process in order to
take advantage of the quick pace.
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8.
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Audience (News - Alert) Will Become More Important Than Influencer
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Audience targeting in influencer marketing demonstrates the natural
application of traditional marketing strategy to this emerging
discipline. Marketers will need to shift away from choosing
influencers who resemble a target consumer, and instead, build
campaigns based on an influencer's audience and performance data. As
a result, we will see platforms that provide the whole picture gain
prominence and tools that only provide one piece of the puzzle, such
as influencer identification tools, fade into the background.
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9.
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People Will Call a Time-out on Traditional Social Engagement
Metrics
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By applying the model for traditional advertisements to influencer
marketing, many marketers have gotten hung up on outdated metrics.
In 2017, we'll see the tides start to turn:
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•
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EMV and TMV: As traditional media values become less
relevant, people are realizing the fallacy of any metrics based on
them. Social media is taking the lead on developing measures that
track the types of actions that matter in the digital era.
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•
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Views: In the era of traditional media, views mattered
because they were as deep as a marketer could hope to understand.
Content was not interactive, so there was no need for metrics that
measured interaction. The digital era is different and in 2017
marketers will abandon views as an acceptable performance metric
and turn instead to metrics that speak to real engagement with
content: likes, shares, comments, and clickthroughs.
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As top brands and agencies lean in to influencer marketing, they
will need confirmation that it's actually affecting their bottom
line. Program performance (using quantitative metrics like Cost Per
Engagement), as well as sales and revenue lift will be critical to
justify bigger budgets for influencer marketing to CFO's and
Strategic CMO's.
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10.
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Micro-Influencers Will Stake Their Claim
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Niche-focused creators who will be recognized as the powerhouse
marketing channels that they are. Marketers will realize that true
influence means an engaged audience and authentic conversations, not
necessarily a massive following that you find with famous bloggers,
high-reach social media stars, traditional celebrities
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For a full report of TapInfluence's "Tap Ten" 2017 Predictions, visit www.tapinfluence.com/2017-predictions/.
About TapInfluence
TapInfluence's complete influencer marketing SaaS (News - Alert) solution, coupled with
an engaged influencer marketplace and strategic services, is the leading
solution facilitating real conversations between consumers and brands.
The company enables Fortune 1000 brands to tap into the power of digital
influencers and their authentic, trusted voices. The TapInfluence
marketing automation platform helps customers increase market share and
amplify revenue growth through scalable reach and optimized engagement
to achieve unprecedented ROI. In a recent independent study,
TapInfluence proved that influencer marketing drives 11x the return on
investment annually versus any other form of digital media.
TapInfluence's Fortune 1000 customers include Kraft, Horizon Organic,
Silk, and P&G, as well as top agencies such as Golin, RhythmOne and AMP.
TapInfluence is privately held, with offices in Denver, Colo. and
Mountain View, Calif. The company is backed by leading venture capital
firms Noro-Moseley Partners, Grotech Ventures, Access Venture Partners
and Knollwood Investment Advisory. For more information about career
opportunities at TapInfluence, visit www.tapinfluence.com/careers.
For more information, visit www.tapinfluence.com
or follow @TapInfluence
on Twitter (News - Alert).
View source version on businesswire.com: http://www.businesswire.com/news/home/20161201005487/en/
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