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

Blog Posts

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Amazing article Mitchell. I really enjoyed the read. Chatbots will be critical in the future evolution of banking and financial services ...

Giridhar Prathap Reddy

7 businesses successfully implementing chatbots

Read more

Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...

รัตนาวดี ภูมิวรรณ

Former eHarmony marketing chief joins telco startup

Read more

Colin Kaepernick, not Mike Kapernick.

thisisw

Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers

Read more

AGA KHAN HOSPITAL is in need of kidney donors for the sum of 2 crore, Contact us today if you want to sell your kidney for money, and thi...

Sebastian Friedrich

Mindshare gets behind blockchain advertising alliance

Read more

Latest Podcast

More podcasts

Sign in