Carat Research: Intelligence on Influence
Thinking of using an Influencer for your next campaign? Then this is a must-read for you!
For over a decade the age of deference has been over. Instead, people are putting their faith in each other. Peer recommendations and ratings drive the digital economy - according to McKinsey, marketing-inspired
word-of-mouth can generate more than twice the sales of paid advertising, and those customers have a 37% higher retention rate. It’s in this context that influencer marketing has emerged, as marketers seek to align their brands with those we regard as “people like me”.
But when it comes to strategy, our approach to influencer marketing has often had to rely on a combination of reach and gut feel. At the heart of the issue is the fact that, to date, nobody has
answered the deceptively simple question “who influences who to do what exactly?”
In partnership with Google and Nielsen, we set out to identify a more intelligent approach and critically, to help marketers establish a clearer link between decisions around influencer marketing and business outcomes
Want to read the full article on the research we did? Click here!