There are a lot of people out there who insist that influencer marketing is all the rage these days. Rather than conducting a thoughtfully constructed, forward-thinking direct mail campaign of your own, all you really have to do is partner with the right influencer and you can harness their built-in audience to your advantage.
Sounds easy, right? In a best case scenario, it is – but what those people WON’T tell you is that it’s a lot harder to get to this point than you might think.
Therefore, when influencer marketing fails, it’s critical for you to understand that an analytics-driven direct mail campaign can prosper in a wide array of different ways, all of which are more than worth exploring.
A New Era in Direct Mail Begins
With an influencer marketing campaign, all you can really be sure of is the size of someone’s built-in audience. If Personality A has 100,000 followers on Twitter and they retweet a piece of your marketing collateral, you can make the assumption that 100,000 people were exposed to that message (not accounting for social media algorithms that may suppress the delivery of said influencer’s endorsement).
So what does that really mean? How many of those people actually visited your website? How many became customers? Here’s where things start to get muddy fast.
With an analytics-driven direct mail campaign, on the other hand, you have access to a wealth of information that you wouldn’t otherwise have. By its very nature, these types of campaigns provide you with measurable results in terms of not only response rate and ROI (return on investment), but also responder data for refining future campaigns, further increasing your returns.
This means that you don’t have to guess as to whether or not a certain technique paid off in the end. You won’t have to wonder which of your channels are generating results and which need a bit more love and care. You’ll know, beyond the shadow of a doubt – meaning that you can always be confident in your ability to make the best and most informed decisions possible moving forward.
The confidence that only comes with that level of insight is often more than worth the effort for most marketers in the modern era.
If you’d like to find out more information about how to conduct the best possible analytics-driven campaign when influencer marketing fails, or if you just have any additional questions that you’d like to discuss with an expert in a bit more detail, please don’t delay – contact us today.
