Influencer marketing: why you need TV too

26th April 2018

Influencer marketing provides irrefutable effectiveness for your business, but as the cost spirals, how can you lower costs and boost ROI?

INFLUENCER Marketing is integral to any business operation as you look to boost awareness and short-term sales, but how do you maximise it?

Amidst the clamour for big data; how to use it and when; being able to appeal to consumers at appropriate times and ultimately increase ROI, businesses have been ironically inclined to adopting the placebo practice – not what is actually effective.

Although in the case of influencer marketing this is not the case, how a technique such as this can be optimised efficiently, needs to addressed and evaluated.

The person being utilised in themselves is not enough to replace or even veritably challenge TV advertising in the long-term – there needs to be an emphasis on emotion still and context.

These are the reasons why TV continues to pay back more from advertising campaigns than any other entity, yet have been gradually discarded by some businesses following the promise of improved success and measurability online.

While online is imperative to the success of any advertising or marketing venture – whether inbound or outbound – it needs to be dovetailed with TV or other forms of above-the-line video.

This does not necessarily mean TV, but considering it is the most effective platform in offering experiential content to consumers, it presents your business with an opportunity to dictate the narrative of your business and the contextual perception of your advertising.

If an influencer on a sponsored social media ad is the first or only thing that your potential consumers see, you are not dictating the emotive context.

Vincent van Gogh and Paul Gauguin on set in Framd shoot
If affirmation is to be truly struck, your business needs to leverage influencer marketing later or woven into TV.

While the influencer may carry great leverage in terms of impressions, it is a form of transient marketing and advertising that does not assist with your long-term business success.

In order for you to maximise this trait of marketing you need to have the data first – through   either mobile or any TV related sign-ups or sales – before choosing appropriate influencers to align with.

By just simply using someone, where you extrapolate that they maybe appropriate to your potential consumer base, is counter-intuitive at a time where your data-driven advertising streams help your business react to moods and the gratification that is sought at any given time.

Riskier alternatives – especially in the long-term – could span from using your influencer in the the context of TV itself.

Although this can be a lucrative short-term technique – lifting sales by over 10% compared to not using the individual – as a long-term means of extracting sales increases, there is a risk of personal reputation and the evolution of your brand clashing and ultimately being counterproductive.

Therefore, influencer marketing is best placed in current and future markets online and where the long-term emotive traits generated through TV can be underscored and reiterated through the short-term campaigns leveraged by your chosen individuals or groups.

Partnerships are ineffably beneficial to your business. Having another company, individual or group that can align emotively and contextually with your overall brand advertising campaigns is crucial.

With the increased, combined and relevant reach elicited, your business can take advantage of any social media campaigns, competitions or other forms of inbound marketing on your website to harvest the data that has been stimulated by your direct response adverts and partnerships.

Influencer marketing can be optimised by the communicative amplification elicited by TV

Ultimately, as long as consumers continue to flock to TV for experiential and relaxing content, any campaign you look to run – especially with something as powerful as a influencer – needs to be underscored by either a TV or VOD campaign.

Deploying this campaign through addressable, interactive and programmatic means can help you harvest more specific data streams, helping your business understand what elements performed well in your ads and what was inefficient.

Once you have finessed the advertising creative that elicits the optimum, most consistent balance, you can attempt to replicate these traits to compliment a consumer base that is more convenience-driven online.

With these traits underscored – regardless of the influencer you use – your campaign ROI can increase through the partnership with TV.

Thinkbox research revealed that adding TV to any campaign results in a 40% increase in effectiveness, but by underscoring your advertising with it you can enjoy long-term profit increases of 140%.

Ultimately, online only adverts or influencer campaigns will not perform in the long-term without the subconscious awareness impressed by TV or other forms of experiential content.

Space City has been producing TV, online and radio adverts for over 25 years, producing more commercials than any other company.

Contact the team now and ensure your next advertising campaign inhabits great leverage and influence on new and existing consumers.

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