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

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

The versatility of Live Chat is really what surprises me. I’ve seen it being used not only for customer support, but also as a tool to in...

Drishti Shah

Why Bupa tapped WhatsApp for new customer messaging channel

Read more

Hi This is George, Thanks for sharing this nice information about foodpanda blockchain. During this pandemic situation food delivery indu...

George David

foodpanda launches blockchain-based out-of-home advertising campaign

Read more

Did anyone proofread this document before it was published?

Beau Ushay

CMO Momentum 2020: How to embrace agile marketing

Read more

An honest and hardworking conveyancer doesn't need a marketing strategy. His past clients will spread the word for him. These days the ho...

Bagen Andrea

What this millennial marketer is doing to shake up conveyancing

Read more

Love the post. It is so insightful for companies getting stuck in their habits and missing out on the role innovation can have on revenue...

Alessia Del Genio

How Lego built its culture of innovation, brick by brick

Read more

Blog Posts

Innovate or die

It’s hard to know if famed management and marketing guru, Peter Drucker, coined this phrase for dramatic effect. My belief is he was emphasising the notion that few products and markets are static and few organisations can survive without innovation.

Michael Valos

Senior Lecturer, Department of Marketing, Deakin University

Commissioning personas that get used

How to avoid the bottom drawer, and how to get value from the work you’ve paid for

Melanie Wiese

Chief strategy officer, Wunderman Thompson

Why It’s Going To Be A Bumper Holiday Season Despite the Pandemic

Behavioural science expert Dan Monheit, co-founder and strategy director of creative agency, Hardhat, writes that marketing chiefs should hold their nerve, as they have reason to be optimistic

Dan Monheit

Co-founder, Hardhat

Sign in