Given the gap in the practice of influencer marketing, it is anticipated that in 2021, influence will be at the center of marketing strategies and redefine its role within organizations.
The pandemic has changed the way we buy products, and the traditional marketing model of so-called ‘influencers’ will also have to change in 2021 to ensure we continue to keep customers engaged. Influencer marketing It has matured in recent years and has reached a point where, for many companies, what influencers bring to their business is critical.
A recent report, «Into the Mainstream: Influencer Marketing in Society 2020» de Takumi, points out that, despite the pandemic, 73% of brands have increased their investment in influencer marketing this year.
For its part, Gartner recently noted that global marketers (CMOs) seeking to optimize costs have transferred nearly 32% of agency work to their own internal teams, 53% of which was marketing social.
However, experts see the existence of enormous untapped potential for marketers to optimize their activities, especially in instant messaging, which would open the doors to great growth potential.
Measures for higher ROI
According to the consulting firm Inpulsus, throughout 2021 we will see a series of changes in this aspect in the B2B segment. According to the firm, companies will create Centers of Excellence to formalize their internal programs and place influencer marketing at the center of their marketing strategy. However, they will decentralize instant messaging management thanks to evolving technology platforms that enable smooth execution and unified reporting.
The continued growth of e-commerce B2B, With sales forecast to reach $ 6.6 trillion this year, it means these companies have a unique opportunity to mobilize influencers for campaigns.
Influencer marketing will be essential as companies see better ROI
Also, Inpulsus notes that next year we will see the creation of “communities of influence” with external advocates, customers and partners, internal influencers, employees and leaders. Blurring the lines between external and internal resources will broaden the reach of instant messaging in the marketing strategy of B2B companies.
Influencer marketing will become an essential method as more and more companies see a better return on investment (ROI) compared to traditional payment methods, in addition to being much more efficient and having a greater positive impact on the business.
The challenge will be to find the right partner to promote these influencer management programs if you do not have an internal team to carry them out. Certainly something to think about when planning for 2021.
Initial Image | Riccardo Annandale
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