Influencer marketing as a door opener to new target groups

The agency for social media and influencer marketing Webguerilla surveyed 250 marketing decision-makers about their experiences with the current trend discipline in marketing and came to the following conclusions:Influencer marketing helps to reach new target groupsInfluencer marketing has not yet reached marketing decision-makers. 58 percent are not yet familiar with the term. However, the 42% to whom it does mean something are already using the current discipline. Of these, 63% already have experience with influencer marketing - that's one in four marketers - and the main reasons for using it are the development of new target groups (41%), interaction with the target group (40%) and an image lift (38%). In contrast, only 16 percent rely on increased sales as a result of the measures. In practice, the strategy works. When asked about their experiences with influencer projects, decision-makers primarily cite the development of new target groups (40 percent). This is followed by maximizing reach (29%) and interaction with the target group (32%). Brand rejuvenation (29%) and an image lift (24%) are also cited as positive results by numerous experts. Overall, the study shows that the general attitude of marketing decision-makers towards influencer marketing is still mixed: one in three assess the discipline as positive, while only two percent are negative. Over 60 percent do not yet want to give a final verdict on this or look back on mixed experiences. The most frequent point of criticism here is that influencer support is too complex (30 percent). Irrespective of their overall assessment, however, the respondents also stated that they had taken away specific lessons for the product/brand (16%) and positive impulses for brand development (17%).