Marketers on why it’s ‘time for influencer measurement to grow up’
Measuring influencer ROI may be new territory for many brands, but are they missing a trick by failing to see creators as a brand building channel?
“People don’t want to be pushed a brand message anymore,” according to Dulux head of marketing, Samantha Balloch.
She claims consumers want brands to build affinity with them via social media and it appears many of her marketing peers agree. UK companies are predicted to have spent £870m on influencer tie-ups in 2024 alone, according to agency Socially Powerful.
Yet when it comes to measuring the effectiveness of influencers, brands are still navigating the space, particularly when it comes to measuring ROI. A recent study of 50 “big brands” by consultancy Entropy found 84% of respondents use marketing mix modelling (MMM) and econometrics in general, yet 80% of this sample don’t include influencer measurement in their MMM.
