AI and machine learning are dominating technology conversations and investments across multiple sectors. In conjunction with automation, these two technologies are fundamentally changing the nature of our working lives. Some experts have even concluded that AI will automate all human jobs within 120 years.
Nowhere is this truer than across the marketing sector which has been revolutionized by new technologies powering digital and influencer marketing. While the market predictions and the promised ROI that these technologies can deliver is impressive, concerns remain about their impact on the roles and functions of marketing teams. The good news for today’s marketers is that these new tools, in conjunction with influencer engagement campaigns, can not just deliver stronger campaign results but can more accurately measure them too.
Influencer marketing came into the spotlight as a result of increased consumer aversion to ad-laden content and a growing mistrust of traditional media. Until recently though, it was itself subject to questions about the validity of influencer data. The introduction of AI and machine learning to the identification and validation process eliminates such concerns and ensures data accuracy.
AI and machine learning-informed deep influencer analytics help marketing teams make better informed influencer decisions to execute stronger and more effective campaigns. AI technology can deliver increased sophistication of audience segmentation based on interests, geography, demographics and commercial data. The combination of AI, analytics and machine learning represents a significant boost for marketers looking to better assess audience reach, sentiment and influence to build and measure effective campaigns.
The combination of advanced search engines and social media data have, on the surface, made it easier for marketers to find and segment audiences, as well as to find patterns of behaviors to inform future campaigns. However, the sheer volume of data now available can make it near impossible to effectively analyze engagement and behavioral patterns. Machine learning will enable marketers to better scale, reaching specific demographic and geographic segments targeted by age, income, education or any other criteria. By analyzing billions of data points, AI is able to assess influencer content, determine brand affinity and even identify patterns to predict an influencer’s potential impact on a brand’s stated goals.
Applying AI technology to influencer identification can also help overcome the problem of fake followers, bots, and false campaign data. Because AI is able to refine search parameters, it can check for bots or fake accounts, a massive issue in the influencer industry, and make recommendations based not just on reach but on value and engagement consistency meaning that marketers can be sure that the influencers they work with are legitimate both in terms of volume and value. Moreover, once a high-performing influencer is identified, marketers can use AI to find more like them, using specific content, behavioral characteristics and traits to find others with similar brand relevance.
Ultimately, AI can deliver increased intelligence into how marketers identify and associate with influencers, ensuring they fit with the brand values and those of its audiences too. From planning and identification, through analytics-informed predictions, to reporting of clear metrics and demonstrable ROI, AI is an ideal partner for marketers, giving them peace of mind that their matches and campaigns will deliver tangible results.
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