9 Digital Marketing Megatrends for 2018

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How important is influencer marketing for you and your business?

Chart of the Day: New research highlights increasing importance of the different types of influencer marketing

If you think of the changes that the rise of digital media have wrought in marketing, the rise of importance of earned media to support online PR and influencer marketing has to be one of the largest.

A new in-depth report from Traackr starts by explaining 6 different types of influencers. This highlights the different opportunities from influencer marketing - like their previous infographic on 10 types of individual influencers.

The report then goes on to assess the overall importance of influencer marketing in larger organisations. This chart shows that, although it's not seen as a primary investment by many (just around one quarter), integrating into other activities is seen as important by more (just over half).

The importance of influencer marketing will vary by business sector and company size, so it's worth bearing in mind that this research focuses on the largest brands, it's often the case that there will be a larger impact on smaller businesses.

I'd recommend taking a look at the report to see how your use of influencer marketing compares, it's written by digital transformation expert Brian Solis of analysts Altimeter, a digital marketing influencer naturally.

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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