DMEXCO 2024 took place on September 18th and 19th in Cologne. Europe’s leading digital marketing and tech event, which serves as a central meeting point for decision-makers from digital business, marketing and innovation. “WTF Influencer Marketing – everything is changing (or is it not changing at all?)” was the title of the panel moderated by Anna Gerhards, Strategy Consultant ODALINE.
Influencer Marketing, Brand vs. Performance Goals
The discussion revolves around the balancing act between brand and performance goals in influencer marketing. Performance is about measurable, short-term successes, while branding is more long-term. Adil Sbai emphasizes that many companies make the mistake of focusing too much on efficiency and measurability instead of building their brand in the long term. Strong branding creates a stable foundation on which performance campaigns can build. Another key point is that influencers are also interested in deeper, creative partnerships and not just short-term, purely performance-oriented collaborations, as Anja Kaufhold-Hanke points out. Overall, the key is to combine both approaches and define clear brand values that should be conveyed when working with influencers.
How do you find the right creators? Do they even exist?
The discussion showed that there are numerous suitable influencers, but they are often difficult to access, for example due to existing contracts or a lack of interest in certain brands. Successful collaborations therefore require relationships to be built early on, as creators can also be involved in campaign development instead of adopting finished concepts. Long-term relationships and personal exchange are crucial to creating authentic content. Brands should be flexible and also work with influencers who do not meet all the criteria but are still a good fit for the brand.
KI im Influencer-Marketing
Anna Gerhards predicted that by 2026, around 25 percent of marketing campaigns could be implemented by virtual influencers. Alina Ludwig believes that AI will partially replace micro-influencers in content creation because it is more efficient and easier for brands to use. AI tools will be particularly optimized in the automation of communication and planning of influencer marketing. Nevertheless, the human bond between influencers and followers, which creates trust and authenticity, remains irreplaceable. While AI takes on simple, recurring tasks, a complete replacement by virtual influencers is still a long way off.
Internet World Austria reports in cooperation with the Marketing and Communication degree program at St. Pölten University of Applied Sciences live from the DMEXCO. This article was written by Ella Neiger and Lena Krutzler.
