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Data-Driven: the power of marketing data for brands

Implementing a data-driven strategy becomes vital if you want to outperform competitors and retain customers for the long-term by making better business decisions. Indeed, to avoid lower engagement rates, conversions and ultimately revenues, you must ensure that you are delivering the personalized experience through your influence marketing campaigns. Here is why…

person in front of lines of code
person in front of lines of code

What is data-driven marketing?

Data-driven marketing, in general, is a marketing supported and informed by data.

In Influencer Marketing, this means campaigns are initiated and evaluated thanks to data. Big data and machine learning make it possible today to target an influencer, to know his objectives or to precisely measure the ROI of a campaign. And this is no mean feat, as identifying influencers is one of the main challenges for brands. Influencer Marketing then becomes a powerful means of communication for brands that target their prospects by selecting the right influencers according to their audience, their rate of engagement, their number of subscribers, the themes they talk about or the brands they collaborate with. This is the goal of Influencer Marketing platforms like Kolsquare, which use data to allow brands to target influencers, manage campaigns and measure results.

Why activating a data-driven approach for influence marketing is important?

You can find influencers with a simple network search, without using an Influencer Marketing solution. But the manual method has many shortcomings: a long and tedious search, no tools to manage and measure, a lack of visibility and above all the danger of “fake influencers” who cheat to get a large number of followers. Data such as engagement rates can identify them. Moreover, for communities, authenticity and transparency are the watchwords of 2021—it is therefore fundamental to build the right partnerships and create content with high added value. The example of EnjoyPhoenix is particularly telling—in a video, she reported the waste of packages offered by brands with products not corresponding to her tastes or skin tone. Contacting influencers at random, without taking the time to get to know them and target them, no longer works. What works is a campaign built intelligently, with the right influencers, the right subscribers, and this is even more true in the world of beauty. Data solves all these problems.

6 Steps to a successful Influencer Marketing campaign thanks to data

  1. Set the goals you want to achieve through influence: generate sales, improve your brand image…
  2. Know your target audience and decide on the modalities of the campaign: short or long-term, with one or more influencers, with micro or macro influencers…
  3. Identify the influencers corresponding to your criteria thanks to an Influencer Marketing platform.
  4. Contact the influencer(s)—give them some creative freedom and talk with them about the terms of the campaign.
  5. Define Key Performance Indicators to monitor the campaign’s performance.
  6. Once the campaign is over, review the performance of each campaign to improve the next ones.

About Kolsquare

Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of  KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.

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