Your influence marketing campaigns could really miss the target if you do not look at the right data.
Small Business Trends recently met Atul Singh, founder and CEO of The Shelf at Influencing Marketing Days in Times Square New York. The Shelf is a marketing agency that provides services and technology to brands seeking to create campaigns around influencers.
At the event, Singh discussed the importance of data and the ability to create campaigns that produce tangible results in marketing campaigns of influence, highlighting the ability to The Shelf to provide two to three times the ROI of previous campaigns.
Data in the marketing of influence
To achieve these excellent results, data collection is essential. Everything from the platform you choose to the preferences of the influencer until the moment of posting a message, can make a major difference.
Singh says, "For us, data means a variety of things. For example, impressions, engagement – we look at the influencer's buying history to find out if they like an expensive brand or pharmacy brand. We can connect all these points for you. We can see for your brand if Instagram is going great or if Pinterest will do the business or if Facebook will do the business. We can also see what kind of messages have been good in the past or at what time of day should the post be put online to get the best engagement. "
All of these different types of data are important to the marketing process of influence, because if you consider a single factor to determine the viability or success of a campaign, you risk missing out on the whole problem.
Singh explains, "A lot of companies will say," We will give you 10 million impressions or 20 million impressions. Impressions mean nothing if they do not reach the right audience, and if that audience does not engage with them. "