Thanks to Delphine at Traackr UK for inviting me alone to their event last week. I started to make notes about what was being presented but in the end also started writing reactive notes as thoughts occurred to me. Here they are below (with the spelling corrected).
The event was given the theme of ‘beyond the buzzword’ which has multiple interpretations – Traackr looks at influencers more like a granular taxonomy than around keywords, but it also signifies a mainstreaming of ‘influencer marketing’.
- Authoritative content
- The ability to better scale high touch relationships, something that traditional public relations isn’t able to do. The mix of people in the room from marketing agencies and PR agencies gives an idea of how ‘blended’ the concept of influencer marketing is. PR agencies see it as an extension of PR, specialist agencies see it in a different light and mainstream marketing agencies see it as an extension of their content marketing divisions
What became apparent to me during listening to the introduction and the presentations was that Traackr and the people on stage hadn’t met the same requirements I’d heard from clients with regards a business case for influencer marketing. Influencer marketing wasn’t quite taken as an article of faith, but considered to be a good thing. There was a focus on measurement benchmarking and a lack of concern over RoI or the lack of econometric data to back up the decision. The lack of econometric data to support PR is starting to become an issue and may affect where PR sits (at least in B2B environments at least for those companies with a strong marketing automation programme in place).
There was some hints that influencer marketing was looked at in a similar to customer services, in particular the advocacy journey above reminded me of customer service models.