It’s all about Measurement. Marketing needs to deliver predictable, ever-improving, results – so it goes after targets it can rely on. Real-world influencers aren’t predictable like that. So how should your progress with them be measured? With every marketing director these days needing to tick the ‘influencer marketing’ box within their marketing plan, it might seem obvious what they should do. Analyse their typical customer’s decision journey, map out who routinely influences them, then work with those influencers as best as possible to maximise the organisation’s chances of recommendation. More recommendations means more sales. So why does this so rarely happen?

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