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B2B Influencer marketing – how integrated is it?

Chart of the Day: Is your use of influencer marketing mainly campaign-based or continuous or always-on?

Our Managing digital marketing 2017 research report showed that integrating marketing campaign activities remains a major challenge, so it was interesting to see a new report from Traackr reviewing integration of influencer marketing. Their new report specifically considers influencer marketing in one sector, B2B technology, but references this research from a wider sample on the maturity of influencer marketing integration.

Similar to our research, it shows that integrated 'always' on programmes are rare, instead it's more common to have campaign-based programmes. It's understandable that much influencer marketing is campaign-based since that makes it easier to manage as part of campaign activities. The report from Mark Schaefer and Evy Wilkins also considers the role of 'micro-influencers' which I'm a strong believer in. The report interviews several tech marketers including Nicole Smith of Intel who stresses the importance of micro-influencers:

"Many of the people we work with are micro-influencers. They may have smaller audiences, but they are really immersed in their topic. There are a ton of people out there who can be considered influential, but it is our belief that engaging with a set of 10 to 15 people over the course of the year is a good number to build strong relationships. If you're spread too thin, you're unable to provide people with a valuable experience and they're not getting a full look at what your company is doing."

My recommendation is that, as with all digital marketing activities to generate awareness and demand, it's important to blend campaign and always-on activities. Our campaign timeline template is aimed at helping that since it combines different types of paid, owned and earned media to improve integration.

By Dave Chaffey

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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