Q4 Strategy Pivots for Marketers to Consider
Q4 Strategy Pivots for Marketers to Consider. Are we falling outside the sphere of influence?
Influencers are far from losing marketing power. According to the State of Influencer Marketing 2019 report, 320 platforms and influencer marketing agencies have been created since May of 2018, and brands are still seeing a significant return on investment (ROI) from partnerships with content creators.
Influencers’ strength has always come from their perceived authenticity. However, I’ve seen that consumers’ fear of “fake news” has turned into concerns regarding “fake influencers.” This anxiety over trust has changed digital content creators to be more than salespeople and has put consumers on the defense, with some brands shifting away from these partnerships.
I’ve always been a huge advocate for influencer marketing — my company proudly identifies itself as an “influencer agency” alongside our creative roots. Therefore, I still believe content creators will keep their momentum for the foreseeable future.
However, as we deal with consumer apprehension toward brands and data retrieval practices, some of my clients are choosing to strengthen their owned and earned media outlets rather than pouring budgets into influencer strategies.
Own it.
At the origin of digital strategies, owned media has always had strong benefits for marketers. The control these channels provide, plus their cost-efficiency and access to niche audiences, allows brands to deliver a tailored message that reaches their most relevant consumers.
Instead of worrying where their information is coming from, many consumers are now going straight to the source. By intentionally pursuing owned media channels, customers avoid confusion over the intentions of brands and content. To get the most out of changes in the market, companies must redevelop owned media to operate as not just a sales tool but a relationship-building tool.
Brands can start by considering how influencer partnerships supplemented gaps in existing communications strategies. One example is reclaiming the face of your brand to be a face within your brand. There is undeniable value in personifying your company, such as with influencers or an internal team member.
