Over the past five years, influence marketing has shifted rapidly from being an experimental type of advertising through to the main avenue for brands.
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Artem Paulkin, Commercial Director at HypeFactory, suggests that accessible data and automation is providing a paradigm shift that is placing smaller influencers in the driving seat.
“Data insights and the scaling of influencers and advertising campaigns will mean that influence marketing will shift from the sole collaboration of millionaire influences through to influencers with a smaller and more niche audience,” explained Paulkin.
“Our analysis at HypeFactory has shown that the cost of conversion of sales and clicks is much higher for businesses when we use mid-level and micro-influencers. It is more efficient to use a mix of influencers who are selected depending on the target audience in mind.”
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HypeFactory is the leading brand that offers targeted influence marketing campaigns based on neural networks and Artificial Intelligence (AI). HypeFactory uses technology that evaluates the real volume (OTS) of each influencer by 38 metrics. The agency’s portfolio includes marketing campaigns that have used influencers from Europe, USA and Asia.
“AI and large scale data analysis is allowing micro-inspection of influence marketing strategies,” argued Paulkin.
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