PR News/Nasdaq Influencer Marketing and Measurement Survey [Infographic]


Many communication professionals look to influencers to help build brand awareness, advocate for products and amplify content. But finding the right influencers, developing strong, meaningful relationships and measuring the success of a campaign can be challenging. Sanjay Kulkarni, Global Head of PR Solutions at Nasdaq Corporate Solutions explains, “It’s not enough to just look at influencer marketing as identifying influencers and then you just go…you need a set of interconnected tools and processes that help you manage across challenges, and you need to have that plan from the start.”

Nasdaq Corporate Solutions and PR News surveyed 400+ PR and marketing pros to better understand how they are finding the right influencers to work with, and the challenges they are facing with measurement.

Read PR News' coverage of the survey results: PR News Pro/Nasdaq Survey: Influencers Abound, But Brands Still Need Help Managing Them.

When asked to name their biggest influencer marketing challenge, some of the top responses included:

  • 21% - getting the attention of influencers
  • 19% - measuring the success of their influencer marketing program
  • 18% - identifying influencers relevant to their business
  • 17% - creating content an influencer would find compelling
  • 15% - maintaining a relationship with an influencer beyond one campaign

Kulkarni was pleasantly surprised to find that “nearly 80% [of respondents] understand that at the end of the day, influencer marketing is not primarily about content or reach or the size of an influencer’s network. It starts with the ability to drive action and…actual results.”

In this infographic, you can view the survey results and gain a better understanding for what PR and marketing practitioners see as their biggest hurdle when working with influencers.



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