The popularity of influencer marketing has risen steadily over the last few years. Among the top priorities for marketers in employing influencers for a campaign are raising brand awareness (47%) and ROI and attribution (37%). That’s according to research by Traackr, the influencer marketing platform which surveyed 118 digital marketers on their influencer marketing tactics and needs.
Other priorities in 2018 include the generation of leads and brand advocacy, as well as support sales conversion.
Marketers are also increasingly turning toward establishing partnerships with influencers (81%) compared to paid partnerships (61%).
72% of survey respondents considered shaping a brand image through social media marketing an important social media strategy, followed by content marketing (64%) and identifying and partnering with influencers (41%).
However, less than 10% of overall marketing budgets are being allocated to influencer strategies. At the same time, 59% of companies plan to spend more on influencer marketing in 2019.
At the same time, there are important challenges marketers must address when it comes to influencer marketing. The majority of respondents considered the limited ROI data and the lack of resources to be the two major challenges in influencer marketing. Furthermore, the lack of understanding of the value of the marketing tactic is an issue.
Future objectives to overcome some of these challenges include reaching highly targeted audiences (93%), improving brand advocacy (92%), increasing brand awareness (88%) and brand sentiment (88%).
Traackr concludes that although differences in influencer marketing between 2017 and 2018 only saw modest improvements, there appears to be a clear desire to push ahead for more ambitious changes and implementations.