New survey reveals marketers favour targeting influencers over mass communication

Research from Hotwire reveals marketers prefer engaging individual influencers with personalised messages over traditional mass communication

Marketing campaigns aimed specifically at key individuals, or influencers, rather than the market as a whole, are set to become a major tactic for Australian marketers in 2016, a recent study found.

The study undertaken by PR and communications firm, Hotwire, which surveyed 137 marketing decision-makers, showed 36 per cent of marketers already use direct marketing to engage with their influencers, and almost a quarter plan on reaching out to their influencers for the first time next year.

The study found that early adopters of influencer relations are already employing a variety of tactics to reach this audience. Direct outreach and face-to-face conversations are the most popular tactic, with 42 per cent of respondents mentioning they were using this strategy, even in this digital-first world.

Non-personalised mass communications, such as emails and advertising, are the least popular tactics to engage influencers, with only 17 per cent of marketers using these traditional tools.

Hotwire Australia managing director, Alex Wilson, believes the low prioritisation of mass communication is indicative of the shifting marketing landscape.

“Marketing has shifted from telling to listening," Wilson said. "By listening to your influencers, you can learn so much from the conversations that are taking place online and on the multiscreen ecosystem we now live in. Even the most highly-digital marketers haven’t forgotten the power of a face-to-face lunch, conversation, or event.”

Other tactics employed to reach out to influencers include special loyalty events and discounts (36 per cent) and customised events and content (35 per cent). These initiatives could include bespoke reports, one-on-one briefings, gifts, and demonstrations.

The survey also revealed that more than 50 per cent of marketers currently don’t know who their influencers are. To assist marketers in identify their influencers, social media and web analytics are the most popular (22 per cent). Meanwhile only nine per cent of respondents said they were using the services of a PR agency to identify influencers.

“We see more and more clients asking us to take care of their influencer relations, because we have a strong expertise on acting as a third party and creating personalised messages to different types of influencers. We also have access to many materials to map influencers. Marketers also want help in finding out who their influencers actually are, and they’re not always journalists or industry analysts,” Wilson added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

fdgfd www.google.com

Caroline Natalia

How WW shifted physical engagement to virtual success in 5 days

Read more

I found decent information in your article. I am impressed with how nicely you described this subject, It is a gainful article for us. Th...

Daniel Hughes

What 1800 Flowers is doing to create a consistent customer communications experience

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

It's actually a nice and helpful piece of info. I am satisfied that you shared this helpful information with us. Please stay us informed ...

FIO Homes

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

I find this very strange. The Coles store i shop in still has Flouro lights? T though this would have been the 1st thing they would have ...

Brad

Coles launches new sustainability initiative

Read more

Blog Posts

9 lessons from 7 months of relentless failure

The most innovative organisations embrace failure. Why? Because it is often through failing the most creative out-of-box thinking happens. And with it comes vital learning opportunities that bring new knowledge and experience into teams.

Jacki James

Digital product lead, Starlight Children's Foundation

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

Sign in