Although marketers are still turning to influencer marketing to reach out to their target audience, new research shows that they continue to be faced with challenges in measuring the ROI related to this tactic.
Talkwalker recently conducted the “Global State of Influencer Marketing 2019” report and found that 69 percent of marketers rank influencer marketing as an important or top strategic priority. That being said, 38.9 percent claimed that measuring the ROI of influencer marketing is still a top challenge. This was followed by identifying impactful influencers (21.5 percent) and finding creative ways to work with influencers (15.8 percent).
Despite the obstacles, 61 percent of respondents stated that they intend to invest more money in influencer marketing in 2019. Approximately 32 percent of marketers claim that they have an official influencer marketing program in place.
Employee Advocacy vs. Influencer Marketing
Influencer marketing may be growing in popularity, but employee advocacy is also becoming a go-to tactic for marketers looking to resonate with their customers and prospects, according to previous research.
Sprout Social published the “Sprout Social Index 2018” and found that marketers may be shifting away from influencer marketing in favor of employee advocacy. About 69 percent stated that they want to use employees as influencers or advocates today, or want to do so in the future.
At the time of the report, only 19 percent claimed that they had a budget for an influencer program.