Many communication professionals look to influencers to help build brand awareness, advocate for products and amplify content. But finding the right influencers, developing strong, meaningful relationships and measuring the success of a campaign can be challenging. Sanjay Kulkarni, Global Head of PR Solutions at Nasdaq Corporate Solutions explains, “It’s not enough to just look at influencer marketing as identifying influencers and then you just go…you need a set of interconnected tools and processes that help you manage across challenges, and you need to have that plan from the start.”
Nasdaq Corporate Solutions and PR News surveyed 400+ PR and marketing pros to better understand how they are finding the right influencers to work with, and the challenges they are facing with measurement.
Read PR News' coverage of the survey results: PR News Pro/Nasdaq Survey: Influencers Abound, But Brands Still Need Help Managing Them.
When asked to name their biggest influencer marketing challenge, some of the top responses included:
- 21% - getting the attention of influencers
- 19% - measuring the success of their influencer marketing program
- 18% - identifying influencers relevant to their business
- 17% - creating content an influencer would find compelling
- 15% - maintaining a relationship with an influencer beyond one campaign
Kulkarni was pleasantly surprised to find that “nearly 80% [of respondents] understand that at the end of the day, influencer marketing is not primarily about content or reach or the size of an influencer’s network. It starts with the ability to drive action and…actual results.”
In this infographic, you can view the survey results and gain a better understanding for what PR and marketing practitioners see as their biggest hurdle when working with influencers.
ABOUT NASDAQ CORPORATE SOLUTIONS
INVESTOR RELATIONS I PUBLIC RELATIONS I COMMUNICATIONS I BOARD MANAGEMENT
Nasdaq Corporate Solutions helps organizations manage and master the two-way flow of information with their audiences. Around the globe, market leaders rely upon our unmatched suite of advanced technology, analytics and consultative services to maximize the value of their work—from investor relations and corporate governance to public relations and communications.
Nasdaq Corporate Solutions – Public Relations Services
Get everything you need to power your PR programs and spotlight success to your stakeholders from one strategic partner. Global press release distribution and media contacts. Interactive webcasting and multimedia to bring your story to life. Monitoring services to track your coverage, and intelligence to help you see the big picture.
Follow us on Twitter: @MyCorpSolutions
Follow us on LinkedIn: Nasdaq | Corporate Solutions
This communication and the content found by following any link herein are being provided to you by Nasdaq Corporate Solutions, a business of Nasdaq, Inc. and certain of its subsidiaries (collectively, “Nasdaq”), for informational purposes only. Nasdaq makes no representation or warranty with respect to this communication or such content and expressly disclaims any implied warranty under law. Nasdaq, the Nasdaq logo, and Nasdaq Corporate Solutions are registered and unregistered trademarks, or service marks, of Nasdaq, Inc. or its subsidiaries in the U.S. and other countries. ©Nasdaq, Inc. 2017. All rights reserved.
Comments or opinions expressed on the blog are those of their respective contributors only. The views expressed on this blog do not necessarily represent the views of Nasdaq, Inc. or any of its affiliates, or its or their management or employees (collectively, “Nasdaq”). Nasdaq is not responsible for, and disclaims any and all liability for the content contributed by contributors to the blog.