{"id":9751,"date":"2017-08-30T08:12:37","date_gmt":"2017-08-30T15:12:37","guid":{"rendered":"https:\/\/www.esri.com\/about\/newsroom\/?post_type=wherenext&#038;p=9751"},"modified":"2021-11-19T12:59:56","modified_gmt":"2021-11-19T20:59:56","slug":"mapping-a-new-sphere-of-influence","status":"publish","type":"wherenext","link":"https:\/\/www.esri.com\/about\/newsroom\/publications\/wherenext\/mapping-a-new-sphere-of-influence","title":{"rendered":"Mapping a New Sphere of Influence"},"author":431,"featured_media":10021,"parent":0,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"sync_status":"","episode_type":"","audio_file":"","castos_file_data":"","podmotor_file_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","_links_to":"","_links_to_target":""},"categories":[],"tags":[],"department":[476812],"wherenext-category":[],"industry":[],"class_list":["post-9751","wherenext","type-wherenext","status-publish","format-standard","has-post-thumbnail","hentry","department-business-growth"],"acf":{"short_description":"Companies are increasingly using influencers to market products and services. But many influencer programs aren't reaching their potential. ","pdf":{"host_remotely":false,"file":"","file_url":""},"flexible_content":[{"acf_fc_layout":"content","content":"A new brand of influencer is helping companies market their products and services to the right customers, but many companies aren\u2019t using influencers to their fullest potential, according to a recent <em>AdvertisingAge<\/em> article.\r\n\r\nInfluencers introduce consumers to new brands and build enthusiasm for products and services. The practice has long roots\u2014Mark Twain, for instance, endorsed Paul E. Wirt fountain pens in a 1904 ad.<sup>1<\/sup> Current examples include Roger Federer promoting Rolex and Julia Roberts promoting Lanc\u00f4me."},{"acf_fc_layout":"quote","image":"","text":"Understanding which blogs people frequent, which social media apps they prefer, and where they shop online can heavily influence the types of spokespeople a company uses to reach them.","author_name":"","author_profession_organization":""},{"acf_fc_layout":"content","content":"The advent of social media has expanded the definition of <em>influencer<\/em> to include Facebook and Instagram stars, as well as bloggers and podcasters with significant followings. And companies are increasingly looking to harness this power. A December 2016 survey by Linqia<sup>2<\/sup> found that 48 percent of marketers plan to increase their influencer marketing budgets in 2017; only 4 percent said they would cut such spending.\r\n\r\nBut in the rush to capitalize on influencer marketing, many companies are missing the mark, according to the <em>AdvertisingAge <\/em>article \u201c<a href=\"http:\/\/adage.com\/article\/digitalnext\/influencer-marketer-grow\/309146\/\">Why Influencer Marketing Needs to Grow Up<\/a>.\u201d In the article, author Wendy Marx argues that companies underutilize influencer marketing because they aren\u2019t using it strategically. She says this kind of marketing is most powerful when leveraged throughout the customer journey instead of in one-off promotions.\r\n\r\nSAP, a prominent name in enterprise software, uses influencer marketing strategically, Marx says:"},{"acf_fc_layout":"blockquote","content":"SAP's Audience Marketing team partners with influential authors, academics and business consultants to provide compelling content for multiple lines of business. The influencers attend SAP's largest user conference, where they have the opportunity to meet with company executives. While there, SAP live-streams interviews with them, promoting the interviews on its various lines-of-business Facebook pages. The result? Influencers generate 17% of the online conversation around SAP events."},{"acf_fc_layout":"content","content":"To expand the reach of influencer marketing, companies should pay closer attention to alignment, the article says."},{"acf_fc_layout":"blockquote","content":"It begins with understanding the customers' journey and aligning influencers with each stage. It's determining who your customers are listening to, and where, so you can identify influencers who resonate with them. Only in that way will influencer marketing truly grow up."},{"acf_fc_layout":"content","content":"These days, the quest to understand <em>where<\/em> customers are is two-tiered. The first tier is traditional: Companies strive to understand how customers\u2019 physical locations correspond to their behavior and preferences. For instance, consumers in Phoenix might respond positively to an influencer, while those in Fort Lauderdale react negatively.\r\n\r\nThe second tier of \u201cwhere\u201d is critical in this connected age, and often more important than knowing geographic location: Marketers need to know where customers are in the <em>digital<\/em> realm. Understanding which blogs they frequent, which social media apps they prefer, and where they shop online can heavily influence the types of spokespeople a company uses to reach them."},{"acf_fc_layout":"quote","image":"","text":"A December 2016 survey by Linqia2 found that 48 percent of marketers plan to increase their influencer marketing budgets in 2017; only 4 percent said they would cut such spending.","author_name":"","author_profession_organization":""},{"acf_fc_layout":"content","content":"This brand of matchmaking between influencer and audience often involves psychographic analysis\u2014a branch of demographics that explains customers\u2019 motivations, beliefs, and habits. A sophisticated geographic information system (GIS) reveals those attributes, helping companies understand, for example, whether their target customers are more apt to encounter a message on Instagram, Snapchat, or a blog.\r\n\r\n\u201cBy adding psychographic data into the mix,\u201d Doug Knepper of analytics firm ADmantX <a href=\"http:\/\/www.cmo.com\/opinion\/articles\/2016\/6\/15\/how-psychographics-influence-ad-targeting.html#gs.mW9i1dw\">wrote last year<\/a>, \u201cmarketers can gain a far deeper understanding of an individual\u2019s unique attitude, lifestyle, and interests, which can then be combined with demographic data for specific, highly granular targeting.\u201d\r\n\r\nWith a clearer understanding of where customers are and where they spend their time online, companies can develop a holistic plan to leverage the power of influencers. Only then will they be ready to embrace this advice offered in the <em>AdvertisingAge<\/em> article: \u201cto reverse the traditional approach of influencer marketing, begin with the customer, not the influencer.\u201d\r\n\r\n&nbsp;\r\n\r\nReferences\r\n<ol>\r\n \t<li>Twain Quotes, <a href=\"http:\/\/www.twainquotes.com\/FountainPens.html\">http:\/\/www.twainquotes.com\/FountainPens.html<\/a><\/li>\r\n \t<li>\u201cMarketers to Boost Influencer Budgets in 2017,\u201d <a href=\"https:\/\/www.emarketer.com\/Article\/Marketers-Boost-Influencer-Budgets-2017\/1014845\">https:\/\/www.emarketer.com\/Article\/Marketers-Boost-Influencer-Budgets-2017\/1014845<\/a><\/li>\r\n<\/ol>"}],"references":null},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.9 (Yoast SEO v25.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mapping a New Sphere of Influencer Marketing<\/title>\n<meta name=\"description\" content=\"Companies are turning to influencer marketing 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