SXSW 2020
Influencer Marketing: Beyond the Wild West
Description:
Read a few articles or hear a few sales pitches about influencer marketing, and odds are that you’ll hear the practice referred to as “The Wild West”—with no consistent approaches to pricing, methodology, or ROI. Not anymore. Projected to be a $5-$10 billion industry in 2020 and representing up to 40% of digital marketing budgets, influencer marketing is big business and a key strategy for building customer relationships. Still thinking of the practice as an experimental, independent channel, and you’re missing the point.
Come hear informed perspectives on how influencer marketing is driving modern marketers’ digital and experiential strategies and how emerging technologies can address challenges like audience fraud and drive impact for brands in paid channels and beyond.
Additional Supporting Materials
Takeaways
- How one-size-fits-all approaches to influencer partnerships fail and why we should explore new forms of collaboration as platforms pivot to privacy.
- While reuse of influencer content can satisfy diverse brand needs, organic posts must be amplified to achieve ROI.
- Influencer selection is both art and science—the industry needs to cultivate inclusive practices that support diversity and ensure audience health.
Speakers
- Natalie Silverstein, VP, Brand, Marketing and Culture, Collectively
- Tony Tran, Co-Founder and CEO, Lumanu
- Tim Sovay, Chief Operating Officer, CreatorIQ
Organizer
Caroline Neagle, Brand Consultant, Collectively Inc
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