The document discusses strategies for improving the efficiency and ROI of influencer marketing campaigns. It recommends: 1) Defining clear goals and metrics to measure success and ROI. 2) Taking an omni-channel approach to extend the target audience across multiple digital and offline channels. 3) Leveraging data and technology to enable precise targeting and custom messaging at scale. 4) Testing different creative formats and messages to find the most effective approach.

1. THE
FUTURE
OF
INFLUENCER
MARKETING
Uncovering the secrets for enriching efficiency
and ROI in influencer marketing campaigns
Compiled by Dan Buck
This report does not describe influencer marketing in general,
how to build an influencer marketing program or how to
identify relevant creators.

2. Page 2Dan Buck, Independent Consultant
CONTENTS
Part 1: Defining ROI in Influencer Marketing
Part 2: Omni-Channel View
Part 3: Data and Massive Growth
Part 4: Distinct Targeting and Custom Messages
Part 5: Creatives
Part 6: Technology
© 2017 Dan Buck

3. Page 3Dan Buck, Independent Consultant
Part 1: Defining ROI in Influencer Marketing
More and more brands are choosing a influencer marketing
path and opting out of traditional advertising.
Why? The reasons are obvious enough.
It’s a quick and effective way to build a brand online and
raise awareness among a target audience.
One of the biggest benefits in influencer marketing is that
the audience already exists; brands just have to partner with
relevant creators in order to communicate with them.
Clear goals and measurements are essential and brands that
opt to define goals often “increase sales by $50.000 a
month” or “increase following on Instagram by 50% or
“increase app installs by 20%”.
So far so good. But clear goals can also “increase
engagement and customer experience with an omni-
channel view”. Therefore common metrics need to be
defined.
According to Forbes, “as influencer
marketing evolves, standard KPIs that brands
are using to measure ROI have emerged”.
© 2017 Dan Buck

4. Page 4Dan Buck, Independent Consultant
Part 2: Omni-Channel View
Omni comes from the word Omnis, which can mean “all”
or “universal”.
In our case, it suggests the integration of all available
channels, digital and offline.
In order to create an omni-channel view, it’s necessary to
define and determine the target audience beyond the
influencer’s channel(s).
The concept here is not only to extend the
range of influencers or channels to increase
and scale the potential target audience, but
also to involve and implement custom
interaction with consumers, both on and
offline.
So, if many people are engaging with a brand by
consuming social influencer content and messaging across
various channels, the obvious question is “how”.
Omnichannel is nothing new and was already used by big
brands in the 1990’s to offer a unified customer
experience.
So how can this business model work in influencer
marketing?
© 2017 Dan Buck

5. Page 5Dan Buck, Independent Consultant
Part 2: Omni-Channel View
It’s a little something called Programmatic.
As we know, advertising technology has changed almost
every aspect of our lives, from the ways we communicate,
to how we learn, to how we choose clothes, food and even
love.
The previous generation didn’t have the advantage of
getting information online and being informed 24/7 and in
real-time nonetheless. Programmatic has enabled millions
of advertisers to connect with potential clients around the
world and provide their products and services.
Advertisers aren’t limited any more in buying advertising
space. Marketers can use algorithms in advertising software
and technology in order to distribute their campaigns. Even
Programmatic TV is another efficient model to buy and
advertise content in an automated way. With Programmatic
advertising, the concept of Omnichannel also got a facelift.
Now, it is one of the main aspects in marketing since
audiences can be addressed, reached and analyzed digitally
and offline.
There are plenty of influencers across all social media
channels highlighting their beliefs, but in order to benefit
from this you need to know how
omni-channel can become an important and
bulletproof choice to ensure Return on
Investment (ROI).
© 2017 Dan Buck

6. Page 6Dan Buck, Independent Consultant
Part 3: Data and Massive Growth
This means there is the potential for
significantly massive growth.
According to IDC, “data monetization” will
become a major source of revenues, as the
world will create 180 zettabytes of data (or
180 trillion gigabytes) in 2025, up from less
than 10 zettabytes in 2015.
As an example, a brand might want to reach audiences for
its new soccer equipment. Today, they are able to show
them influencer video posts not only on their way to work,
but also when they are waiting in a football stadium. But
this is only possible with the right data.
The evolution of data opened a new dimension for
marketing.
Effectively reaching audiences and sharing influencer
content with an Omnichannel view requires data.
It seems with data, influencer, brands and
customers are no longer restricted to a given
channel, device, time or location.
© 2017 Dan Buck

7. Page 7Dan Buck, Independent Consultant
Part 3: Data and Massive Growth
Organizations are using the value of their data to optimize
business processes across various fields. Influencer
marketing has already made its way into big data.
Many service providers and technology companies are
offering an analytics dashboard and APIs to gain accurate
insights into influencers’ social media channels, which was
notoriously difficult in the past as brands were restricted
from seeing more than the public.
But now, social media companies have opened their gates,
allowing billions and billions of data to be requested.
But maybe the more important aspect is not how to quantify
but how to qualify data in order to get a return of investment for
this initiative.
Calculating the ROI and proving the value of
big data investments should be a priority.
Quantifying and analyzing data has become one of the top
priorities.
© 2017 Dan Buck

8. Page 8Dan Buck, Independent Consultant
Part 3: Data and Massive Growth
Consumers and privacy activists are justifiably concerned
about how their information is being leveraged, especially
for advertising purposes. As an example, the (1) General
Data Protection Regulation (GDPR), a regulation by which
the European Parliament, the Council of the European
Union and the European Commission intends to strengthen
and unify data protection for all individuals within the
European Union (EU).
The GDPR upcoming ePrivacy regulation determines that
users have to explicitly permit and opt-in for advertising
when entering a website or accessing a mobile application,
otherwise the Publisher is banned from showing users
advertising on their computer and mobile devices.
If this report’s suggestion of how to enrich
efficiency and ROI in influencer marketing
campaigns seduces you to take action, we
highly recommend to meet the guidelines for
data protection and consumer privacy.
Every time we access the web, we leave a digital trail.
(1) From Wikipedia, the free encyclopedia
© 2017 Dan Buck

9. Page 9Dan Buck, Independent Consultant
Part 4: Distinct Targeting
But audiences prefer to stay and communicate in private
places such as messenger.
What is the repercussion ?
Strong distinct targeting does not represent to
reach customers in their private messenger
but more to understand where they prefer to
communicate and share content.
The difference between an influencer and a brand’s
audience is that an influencer’s audience usually grows
completely organically while a brand has to promote its
benefit through commercials.
There are tons of new platforms, features and solutions that
help brands and advertisers to build a strong targeted
audience while working with an influencer.
© 2017 Dan Buck

10. Page 10Dan Buck, Independent Consultant
Part 4: Distinct Targeting
Encouraging influencers to spread their content across all
channels is just as important as identifying and building a
targeting concept before the campaign starts.
There shouldn't be a need in instructing an influencer to
post content directly from a brands’s owned or operated
channel. Moreover, the user experience of consuming social
influencer content from a third party channel often ends in
a negative reputation for both the brand and the influencer.
A more advised option can be the use and aggregation of
common hashtags and links on a branded landing page or
mobile application.
With regards to targeting, that means that an advertiser has
to adapt and tailor its messages to consumers’ behavior,
devices and environment.
While we talked about Omni channel, it’s also important to
note that a customer’s experience is more fragmented than
ever.
According to Nielsen, Americans own four
digital devices on average and spend 60
hours a week consuming content across
devices.
© 2017 Dan Buck

11. Page 11Dan Buck, Independent Consultant
Part 4: Distinct Targeting
Let’s go back to our soccer stadium example.
Predicting the potential reach of an audience on a
Wednesday evening at Camp Nou, previously engaged with
the brand and the influencer through an newsletter or in-
app purchase, allows a pre-segmentation of a qualified user
with intent.
By layering additional data to this opted-in user, the brand
is allowed to communicate with him or her via custom
messages in a brand-safe environment.
Influencers won’t agree to publish a test post, but with the
implementation and layer of data across multiple
distribution channels, prediction and calculation of ROI on
this one post can dramatically increase the numbers.
Here, customers can also engage more and, due to
technology, plenty of re-targeting options are available
because of it. Influencer posts in this form can be seen
more as the catalyst and link distributor rather than as the
draft horse of the campaign.
For highly scalable results in terms of leads,
sales and brand awareness, optimization and
A/B testing can help.
© 2017 Dan Buck
Custom messages can come in a variety of
formats and the most convertible are video
and native posts.
Video advertising represents already over 14% of the total
digital spending in the US and it’s growing.

12. Page 12Dan Buck, Independent Consultant
Part 4: Distinct Targeting
To keep track of future trends and to effectively reach those
channels both on and offline, is the future of influencer
marketing.
Influencer marketing and brand partnerships
are nothing new; it’s the space where this
takes place that has shifted.
© 2017 Dan Buck

13. Page 13Dan Buck, Independent Consultant
Part 5: Creatives
There is nothing more boring than watching or reading an
advertisement that does’t attract or inspire attention. And
for a brand, this means that expensive content simply
disappears.
This is also one of the main reason why influencer posts and
stories are more likely to be seen and heard than traditional
ads.
Loyal influencers help brands reach a wider audience, which
means that both parties need to sign a contract.
For a brand, it can be extremely helpful to have content rights
although this sometimes can cost up to five times more than
the actual rate. Influencers can also help and assist in the
production of alternative content or creatives.
It has never been more important than before to understand
which type of content will perform in today’s fast evolving
digital environment.
Followers are driven by the message and content
while customers are driven by the offer.
Finding the perfect match between both requires
testing and understanding the performance of
creatives across various channels and devices.
Creativity is essential.
© 2017 Dan Buck

14. Page 14Dan Buck, Independent Consultant
Part 6: Technology
Which would you rather do: learn a new advertising and
content distribution technology or generate a quarter
million clicks to your product?
For many advertising agencies and brands, the hardest part
is often to accept a new technology. Proscribe the phrase
“never change a running system” because this will block
and throw you back really fast.
Having a strong and automated advertising technology is
mandatory. Besides your own centralized data management
platform and CRM, content distribution and influencer
analytics software is crucial.
For those who are just getting started in pushing their influencer
marketing campaigns to the next level, here are
three simple recommendations:
Build strong relationships with social influencer
Collect, analyze and use audience data in compliance with
internet privacy and data protection regulations in order to
extend influencer marketing with programmatic advertising
and marketing automation
Invest in creative formats
With brands making their mark on various
channels, it often gives the false impression
that in order to maintain this setup, you need
to have large budgets.
© 2017 Dan Buck