preprints.org > business, economics and management > marketing > doi: 10.20944/preprints202408.0171.v1 (registering DOI)

Preprint Article Version 1 This version is not peer-reviewed

Version 1 : Received: 31 July 2024 / Approved: 2 August 2024 / Online: 2 August 2024 (11:33:36 CEST)

Influencer marketing has become a pivotal component of digital marketing strategies, offering brands a unique way to connect with audiences through trusted voices. However, measuring the return on investment (ROI) from influencer marketing campaigns can be challenging due to the intangible nature of brand influence and engagement. This abstract explores various techniques and strategies to measure and optimize ROI in influencer marketing. Measurement Techniques: The paper delves into both quantitative and qualitative methods for assessing influencer marketing ROI. Quantitative techniques include tracking metrics such as impressions, clicks, conversions, and sales, using tools like Google Analytics and social media insights. Additionally, advanced attribution models, such as multi-touch attribution and econometric modeling, are discussed for more accurately linking influencer activities to business outcomes. Qualitative approaches involve sentiment analysis and brand awareness studies, which help gauge the impact of campaigns on brand perception and customer loyalty. Optimization Strategies: To maximize the effectiveness of influencer marketing, the paper outlines several optimization strategies. These include selecting the right influencers based on audience alignment and engagement rates, setting clear and measurable campaign goals, and employing A/B testing to refine content and strategies. The importance of long-term partnerships and content diversification is also emphasized, as they can enhance authenticity and sustain audience interest. The abstract concludes that a comprehensive approach combining rigorous measurement techniques and strategic optimization can significantly enhance the ROI of influencer marketing campaigns. By continuously analyzing data and refining strategies, brands can better leverage influencer partnerships to achieve their marketing objectives.

Influencer Marketing ROI; Measurement Techniques; Optimization Strategies

Business, Economics and Management, Marketing

* All users must log in before leaving a comment