The restlessness between brands and marketers has come down to one very large elephant in the room, which is proving the impact and ROI of influencer related activities back to the brands. In the recently released State of Inbound 2016 report by HubSpot, 42% of brands that were surveyed listed proving ROI of their current marketing activities as a high priority in the upcoming 12 months.
In a recent Harris Interactive survey conducted in the US, 82% of consumers surveyed suggested they were more likely to purchase if their interactions with brands were personalised. Further to that, 69% of those same people surveyed, said they would be willing to give up a greater level of personal information if it meant receiving a more personalised experience and offers from brand advertisers.
We have referred to the role of digital intelligence as the knight in shining armour.
Enter the knight and shining armour called digital intelligence. The world as we know it, sees the millennial bracket beginning to rise in age and take control of societies major movements. Without a doubt, their primary consumption of brands and products is taking place in the fast evolving world of the digital landscape.
This presents more opportunity for influencer engagement than it does challenges, if it is approached from an intelligence based perspective.
And it’s more than just having a half a million social followers. Oracle Digital and PPR recently released a digital influencer report of Western Australia’s major sporting brands to the media. A subsequent near full page article was published in The West Australian newspaper on October 8th and can also be found online, labelled “Eagles soar above rest on digital playing field”.
The power behind this report, and the reasons for its eventual uptake by the media, was purely based around the depth of data that was mined and the extremely valuable digital intelligence that was able to be compiled off the back of the data mining process.
Over 150 independent ranking factors were used, when compiling and analysing each set of data for each of the sporting clubs. The far reaching digital intelligence that was gained from this process, included analysis of items like Digital assets, Content marketing, Digital media mentions, Content types, Content frequency, Social metrics, Digital audience sizes, Audience reach, Audience engagement, Health of digital footprint, Digital technology embrace, Authority levels, and Digital trust.
Oracle Digital Managing
Director, James Corby
When brands and marketers adopt a digital intelligence backed approach to identifying and engaging with influencers, a point of nirvana takes place.
For marketers who use digital intelligence at this level it provides you with an unparalleled weapon to drive informed and predictable decisions amongst key stakeholders and decision makers at the brands you are entrusted to represent.
For brands, digital intelligence is the knight on the big white horse. Where influencers are gaining momentum, thanks to the paradigm shift towards marketing personalisation, digital intelligence is providing assurance, commerciality and predictability over a phenomenon too large for big brands to turn away from.
The icing on the proverbial cake, tells us that anything that is digital can be measured.