4 - Scalable Influencer Marketing Will Integrate into the Martech Stack: Increasing popularity of influencer marketing has created increased demand for efficiencies and IM technology. Marketers desperately need ways to see the whole landscape, and we predict rapid integrations between influencer marketing technology and other business systems as well as business intelligence (BI) platforms.
5 - Influencer Marketing Will Penetrate B2B: Innovative B2B marketers will recognize that their buyers are people too and purchasing decisions are made by real people who distrust brand messaging and do their homework.
6 - Brands Will Connect the Dots Between Offline and Online: Influencers have the power to bridge that gap and marketers will leverage online influencers to spark offline action from consumers. Product-specific influencer content can serve as point-of-sale persuasion to consumers in physical stores.
7 - Real Time Social Channels Will Require Brands to Give up Creative Control: Influencers will no longer accept every opportunity that is presented to them. They are becoming selective with partnerships and maintaining authenticity in the content they create for their audience.
8 - Audience Will Become More Important Than Influencer: Audience targeting in influencer marketing demonstrates the natural application of traditional marketing strategy to this emerging discipline. Marketers will need to shift away from choosing influencers who resemble a target consumer, and instead, build campaigns based on an influencer’s audience and performance data.