Incorporating Integrated Influencer Marketing Throughout the Customer Journey

Influencers can be classified into 3 main categories: mega-Influencers, macro-Influencers and micro-Influencers.

If 2017 is the year of Micro-Influencers, then 2018 is going to be a year of integration. There will be a growing demand to formulate integrated influencer marketing strategies which will weave together mega-Influencers, macro-Influencers and micro-influencers as well as merge other well-established word-of-mouth strategies such as Loyalty, Advocacy and Referral Programmes. All of which will result in an integrated customer experience strategy.

Influencer marketing aims to build an experience and emotional connection between a brand and their target customers. This means building relevant content touch-points along the entire customer journey.

Depending on where on the journey a marketer may be focusing their efforts, different influencers, content channels and strategies can be employed.