Influencer marketing is essential as traditional marketing spending and impact are misaligned, with 61% allocated to paid media. Consumer behaviors have shifted towards trusted sources amid information overload, necessitating effective influencer strategies. A small percentage of influencers generate the majority of online impact, emphasizing the importance of context in influencer selection.

1. INFLUENCER
MARKETING
WHY INVEST
IN
THE GREAT DIVIDE
MARKETING SPENDING & IMPACT ARE OUT OF SYNC.
61%PAID MEDIA
20%
EARNED
MEDIA
19%
OWNED
MEDIA
51%AUTHORITATIVE
CONTENT
22%
ADS
27%
BRANDED
CONTENT
VS
MARKETING SPENDING CUSTOMERS TRUST
Gartner 2013 Nielsen 2014
AWARENESS CONSIDERATION PURCHASE EXPERIENCE
WIFI CART HOME
USERGROUPNEWSPAPER
MOBILECHATS
BUYING DECISIONS ARE HAPPENING OUTSIDE OF OWNED PLATFORMS
& INDEPENDENT OF A DEFINED SALES PROCESS.
CUSTOMER BEHAVIORS
HAVE CHANGED
TRUSTED SOURCES
information overload drives consumers to filter
their choices to those few who are most trusted.
THE LEADERS
IN TERMS OF GOOD INFLUENCER MARKETING,
THESE COMPANIES GET IT RIGHT.
LAPTOP
TECH RETAIL AUTOMOTIVE HEALTHCARE
IBM Asos Ford Sanofi
DRESS CAR ADDCART
CONSUMER TECH
P&G SAP
GEAR
CREATED BY TRAACKR
90%
impact
3%
Topic
Profile Timing
user clock
list
INFLUENCERS ARE UNIQUE TO THE CONTEXT THEY OPERATE IN.
THE POWER OF
INFLUENCER MARKETING
3% OF PEOPLE GENERATE 90% OF THE IMPACT ONLINE.
CONTEXT DEFINES
WHO MATTERS