Influencer marketing can be used across consumer journey – Temitayo Ige
By Ibidunni Banjoko
Consumers have drastically changed how they spend their time over the last 5 years and with it, the way they discover, interact and decide on brands and products have also fundamentally changed. A successful marketing strategy is one that leads to an actual purchase of the product. At this final stretch of the journey, brands have employed various tactics to best accommodate customers, encouraging purchase decisions and ensuring that any purchase can be done with ease.
Fielding questions from MARKETING EDGE in a recent interview, Temitayo Ige, Digital Brand Manager for Central, East, West Africa, Beiersdorf, said that influencer marketing achieves goals depending on the kind of goal the marketing team has set for itself.
According to her, everything marketing is about the consumer. KPI for each face of the consumer journey differs, so also the channels used. She posited that influencer marketing can be used across the entire consumer journey mostly for FMCGs and can relate with other industries, if you have your consumer journey awareness, consideration and conversion.
“Influencer marketing drives conversion and it’s measurable depending on the tactic that you used. If you use tracking link, a link that is specific to a particular influencer such that you can see what traffic came through that link, you can tell how many people know that code. It may be an e-commerce platform onto your landing page, for example if you have a special code that is unique to an influencer.
“Conversion means different things to different people – not just about selling, conversion can be app download, download of whitepaper etc. Conversion covers different things; if you can apply the correct tactic in your campaign to measure conversion and partner with the right set of influencers that can help drive conversion then, absolutely, you will be able to measure. It’s just about the tactic or strategy.”
She continued: “The times are uncertain, consumer behaviour has changed, but some things remain the same. I will necessarily say that the influence we get from influencers are more in this uncertain times (the influence remains whether in certain or uncertain). Even influencers know that it’s not business as usual when it comes to budget, they are finding more ingenious ways to partner with brands because they know that what we use to obtain before with the budget is no longer what we obtain. The industry is growing with more accountability report on Return on Investment (ROI).
“With the authenticity of their content, micro & nano influencers do play a role in discovery especially if you work with the right influencers. These influencers have built their audience around a niche so if your brand fits within that niche then you are reaching an audience that is mostly receptive to the message you are trying to pass across.”
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