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Impact of technology on influencer marketing
Impact of technology on influencer marketing

June 13, 2021

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The world of social media has transformed business marketing and promotional approaches across the country. This has been possible due to changing technology and easier access.

 

Today, every individual, be it in an urban or rural area, has a smartphone and internet availability, enabling them to produce content without any supervision or investment. Creativity gets one recognition and followers.

 

Businesses want to target this huge pool of internet audience that is available 24x7. Additionally, the dedicated followers of an individual means dedicated viewership, thereby helping brands to grow.

 

AI integrated tools

 

With the application of machine learning and artificial intelligence technology, businesses can now view information regarding a particular influencer by extracting his/her analytical report including the geographical location, the genuine number of followers, reach etc. The entire influencer campaign can be automatically managed from the start to the finish without any manual intervention.

 

Social media upgrades

 

The world of social media is continuously evolving, and social media service providers are continuously innovating to enable higher reach and accessibility of the content that is posted on the platform.

 

Data analytics tools

 

With every individual turning into an influencer, data analytics tools help analyse loopholes in the process and enable access to instant consumer behaviours and perceptions, which is key to the growth of an influencer marketing campaign.

 

It is important that while running an influencer marketing campaign brands acquire data from a tech-based platform. This enables them to get real-time figures, helping them to secure content and influencers that grow, saving them time and cost.

 

Influencer management systems

 

There are well developed systems that help an advertiser connect with the right kind of influencers. These systems contain a huge pool of data about influencers and makes conclusions based on a complex range of data points, which help advertisers gain the best resources for their campaigns. This is done by performing content analysis on any influencer’s post with the application of AI.

 

Major technical advancements in the field of AI/ML, data analytics, and easy access have led to a boom in the influencer marketing industry. This is a trend that saw major growth in 2020 and is set to grow manifold, with companies beginning to invest more in social media marketing than in other, traditional forms of marketing.

 

The vast pool of influencers available, their reach, and easy availability of the target audience are among the biggest advantages of this new but revolutionary form of marketing.


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