Marketing, at its most fundamental level, is always about human connection. This is especially relevant in influencer marketing — in which the primary goal is to build relationships rather than promote sales.
Influencer marketing, while rooted in human nature, is not exempt from the benefits of technology. On the contrary, automation technologies can significantly contribute to the success of influencer marketing campaigns.
From reducing expenses to improving customer segmentation, the integration of these technologies can greatly enhance overall campaign performance. But how can you do so, and what should you consider?
This article examines the role of automation tech in influencer marketing, and describes strategies you can use to bolster your campaign’s effectiveness through automation.
What Is Automation Tech?
Simply put, automation tech is intelligent software used to perform repetitive tasks, thus freeing human workers to devote their time and attention to more specialized endeavours. When it comes to influencer marketing, automation tech can serve a variety of important purposes — from implementing email marketing strategies to conducting consumer research.
Automation can be especially important when it comes to personalising marketing content. For example, automation software can be used to determine what content types are best for certain audience segments based on their contexts.
Automation can also help ensure that product reviews and explainer videos make their way into the inboxes or social media feeds of customers who have recently viewed that product. The key, ultimately, is to unleash the power of automation to support personalisation — to channel curated content directly to the specific audiences most likely to respond to it.
Without automation, this level of personalisation would be unfeasible, requiring marketing teams to devote enormous time, money, and resources to content curation. Automating this process makes targeted influencer marketing efforts both more cost-effective and more efficient. It enables influencers to cut through the noise, getting to the most respective audiences and consistently delivering to that audience the most relevant content.
Improving Customer Insight
As has already been seen, automation technology can inject a far more personal touch into your marketing campaigns than you might have thought possible. The capacity to curate and personalise content is rooted principally in the immense power of automation tech to collect and analyse enormous quantities of customer data.
Data is then translated into insights that help marketers, and influencers, to cultivate a deeper understanding of their target audience. Such knowledge, ultimately, is the cornerstone of good salesmanship — the capacity to understand exactly what your prospect needs, wants, and values, and how to give it to them.
Automation technology, for example, can be used to collect market and consumer behaviour data. This helps you to create a comprehensive and often highly accurate profile of who your audience is. Once you know precisely who you’re trying to talk to in your marketing campaigns, you’re likely to have a far deeper insight into how to reach them.
There’s no question, for example, that audiences can respond to influencers in vastly different ways, and myriad factors can determine how effective an influencer is with a specific demographic. Popularity, trustworthiness, and even timeliness can play a major role in determining an influencer’s clout with specific audiences.
The insights gleaned from an automation tool, such as Google Analytics, can give marketers unprecedented power to make informed decisions across the entire campaign lifecycle. This could include choosing the right influencer for the campaign. It could also determine which social media platform will be the most effective at targeting your desired audience.
The Power of 5G
Good marketing is all about trust and connection, but, as we’ve seen, there’s only so much that a human marketing team can do. Likewise, even the most effective influencer can need a little bit of juice to extend their reach and optimise their engagement with their followers.
Thanks to the new 5G networks, though, influencer marketing can achieve levels of engagement and immersion that would have been unimaginable just a few short years ago.
For instance, these powerful networks feature blazing-fast speeds, extreme network stability, and enormous capacity — all of which are essential features if you’re needing to speak to trends that come and pass within the same day.
As such, even the most demanding technologies, such as virtual and augmented reality (VR/AR), are accessible to ordinary users. These immersive, responsive technologies powered by artificial intelligence (AI) can provide audiences with highly interactive and incredibly life-like experiences. This elevates influencer marketing, helping audiences feel as if they are right there in the room with their favourite influencer — all thanks to the power of AR/VR.
The marriage of automation tech and influencer marketing may feel like an unlikely one and fraught with mistakes, but it promises to be a long and fruitful union. Automation tech can significantly increase the efficacy of influencer marketing campaigns by cutting costs and promoting more effective market segmentation.
Perhaps somewhat paradoxically, this technology can offer audiences a more personalised and engaging experience than has ever before been possible.
BIO: Ainsley Lawrence is a freelance writer from the Pacific Northwest in the United States. She enjoys writing about better living through education and technology. She is frequently lost in a mystery podcast.