To maximize ROI, the statistics of a celebrity influencer campaign analyze the impact and aid future learning.
Celebrity influencer campaigns are fast becoming one of the pillars of marketing in many industries and almost all of these happen in the digital sphere. Whether social media activations, streaming events or website ads, the potential for making unique impressions is massive.
Traditional media relied on sources like Nielsen ratings or simply sales figures to tell them how impactful their ad campaign was, but times have changed.
Marketers today need to understand the importance of measuring your campaign’s success, not just through the use of social media analytics. A combination of data streams will provide a much better proof of your methods and can help refine or reinforce a brand’s message.
Here are three ways marketers can properly track results of their campaigns.
1). Treat Social Media Platforms as your Friend, but not your Spouse
At present, many brands receive data for their campaigns from sources that focus on the Big 3 platforms: Facebook, Instagram, and Twitter. These form the backbone of analysis for marketers, but it should not be the only source you rely on.
Diversity of data sources is never a bad thing.
2). Track Real Time Data of Competitors
Now I’m not advocating you create a corporate espionage division, but public data that details your competitor’s activities can be invaluable to strategizing your brand’s approach to a campaign.
Say for example your beverage brand wants to break into a community of consumers who love a certain activity. If a competitor already attempted reaching consumers with an influencer and met severe resistance to corporate influence, you can tailor your message or perhaps avoid the space and learn from others.
3). Search Engines are a Treasure Trove
I’m not sure where search engines rank on the all-time best inventions list, but their impact is pervasive. According to SmartInsights.com, a total of 1.2 trillion searches are made each year. To put that into perspective, that’s 164 searches for every person on Earth.
With this much activity, marketers can take advantage of data available from search engines to show how campaigns increased online traffic relating to their products.
You don’t need a complex analytics degree to properly track the success of your celebrity influencer campaign, you just need to know where to start. If you want to take the gut feeling out of your marketing decisions, quantify choices and increase confidence, look to these programs to increase your ROI.
gif credit: Tony Babel via (giphy)