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Biggest challenges in influencer marketing

More often than not, influencer marketing proves to be the best performing mode when it comes to lead generation and customer acquisition. Naturally, digital marketers across the globe are starting to place their trust on influencers to be their brand advocates. According to reports, 74% of marketers have increased their budget for influencer campaigns in 2017.

Influencer marketing practice in India, however, is still in its evolving phase. As a result, many marketers come across some of the common hurdles in running influencer campaigns for brands. Let’s look at some of the obvious problems that come a marketer’s way:

#1) Finding the right influencer

To be able to spot the right influencers that suit your brand’s campaign often holds the key to running a successful campaign, and this is one of the biggest challenges as well. Marketers get lured by the follower count, over engagement score, of influencers and end up going for the wrong choice.

#2) Negotiating terms with influencers

Once you have spotted the right set of influences to run your campaign, the next hurdle you come across is getting them agree to your terms and conditions. This may include various aspects like payment and content sharing. Such negotiations take a lot of toll on marketers who try to maintain a clear parity between their marketing goals, budget and influencers management. Most often, they are forced to make do with a bit less of one of the mentioned aspects.

#3) Maintaining speed and efficiency

Marketers are usually pressed for time in launching timely campaigns. Finding right influencers and negotiating with them may end up taking a lot of time for marketers and at times, may also continue in an unending loop. The result of which is directly reflected in the marketing schedule and/or the quality of the campaign.

#4) Tracking influencers’ activity

Once you all are set to run the campaign, the next major worry that comes to a marketer is successfully tracking the social activity of the influencers. Whether the content has been shaped as agreed upon and been timely dispatched, how the audience is interacting with the content, and multiple other aspects. This continuous monitoring is a tedious and time-consuming activity for a marketer.

#5) Analytics and reporting

Data and analytics make up for the most difficult roadblock for a marketer. Where other paid (as well as organic) marketing channels have developed cutting edge analytics to support their seamless functioning, influencer marketing landscape still lacks that accurate and extensive analytics model. This drives many marketers to take decisions based on hypotheses, leaving them with a blind sight.

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