Influencer marketing’s effectiveness — the cold hard truth , Business

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X10 Media, set up in 2016 as one of the first influencer marketing companies in Singapore when the industry was still in its infancy, has grown into a regional player to watch in just four years. 
Its position on return on investments (ROI) is clear: influencers are a highly effective channel for brands to augment their marketing efforts. Yet, a vast majority of campaigns struggle to deliver results, causing a misconception that social media campaigns are predominantly useful in driving awareness. 
From X10 Media’s experience, strong commercial ROI results can be achieved through the use of influencers. Shortfall is typically attributed to campaign mismanagement — ranging from the time the content is posted to poor product brand positioning. 

The social media space has grown to saturation point, drowning out messages and causing advertisement blindness. Brands therefore need to reposition mindsets to better leverage influencer profiles that act as a conduit to reaching a wider network. However, magical results are not guaranteed — it is not the case of “if we put it out there, customers will buy it”. 
Careful planning, quality control and execution may ensure that influencer campaigns are optimised to stand head above shoulders over whatever else is out there, …

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