Influencer marketing: end-to-end management

Viewpoint June 2020
The Ebiquity Guide to Influencer Marketing

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Influencer marketing: end-to-end management

Introduction

Influencer marketing is maturing fast and becoming a more strategic part of many brands’ marketing toolkits. Like most other forms of digital marketing, influencer marketing is plagued by significant challenges, and needs to be actively and keenly managed if it is to contribute to brand growth and success.

While it doesn’t yet represent even 2% of total global marketing spend, investment in influencers – authentic voices with impact, in social media in particular – is increasing fast. So too is best practice in influencer management, measuring the performance metrics that matter, and getting the right clear commercial contracts in place.

The insights summarised in this guide should be of benefit to brands already investing significantly in influencer marketing who want to do it better. They should also help all those who are considering or are at the start of the journey working with influencers and who seek to do it well from the start.

Photo of Federica Bowman

Author
Federica Bowman

Chief Executive Officer, FirmDecisions

Federica is the CEO of FirmDecisions. Before her appointment she was Managing Director for FirmDecisions’ global digital services.

Photo of Stephen Gausden

Author
Stephen Gausden

Principal Consultant

Stephen has over 10 years’ experience in advanced analytics – having led multiple accounts at Ebiquity after starting career at a media agency. Beyond Econometrics, Stephen is a testing expert, and has run a number of developmental projects to provide cutting-edge insights – In 2018 was a contributory author in an IPA Gold and the Inaugural Effie Grand Prix.

What it covers

  How to get influencer management right

  How to measure the impact of influencer marketing    

   Areas to address in contracts between brands and influencers
 
The first step in getting influencer marketing right is to get influencer management right.