It is hard to believe that we are less than six weeks away from 2017. As we get ready to close out the year with our annual CMO’s Guide to Influencer Technology & Trends for 2017, we reached out to experts to get their thoughts on where Influencer Tech market is headed and here are their Top 10 Trends for 2017.
Note: Updated with Twitter/LinkedIn profile links.
Trend #1 Democratization of Influencer Technology
“The future of influencer marketing technology includes true democratization for both influencers and advertisers. By incorporating enough data and with the right influencer network, all advertisers and all influencers can connect efficiently, regardless of follower count or budget. “
~ Chico Tirado, @, CRO & Co Founder, Gnack
Trend #2 2017 is the Year of Influencer Technology 2.0
“There are hundreds of influencer tools that scrape social sites and offer little value, we refer to that as influencer marketing 1.0. The platforms that prioritize relationships and quality content over empty analytics to encourage co-creation and facilitate remarkable programs will win.
~ Promise Phelon, @, CEO, TapInfluence
Trend #3 Continued Churn with More Acquisitions
“As with all hot markets, in addition to a lot of point solutions and more competition from startups, you’re also going to see a number of the larger, more established players in the marketing world make plays in the influencer marketing ecosystem, whether it’s through M&A, partnerships or attempting to build out some of the functionality themselves.”
~ Lawson DeVries, General Partner, Grotech Ventures
Trend #4 Demand for Greater Authenticity from Customers
“Many vendors in this market throw around the word “authenticity” with shockingly low standards. I expect that as would-be-customers grow more savvy, those standards for quality, authenticity, and engagement are going to have to rise for brands and vendors that want to be competitive.”
~ Marshall Kirkpatrick, @ , Co-founder, Little Bird
Trend #5 Standardization of Capabilities + Better Integrations
“We will see some components become standard (i.e. integration with social media APIs) and at the same time innovation as each technology platform looks to differentiate themselves and win over both advertisers and influencers.”
~David Carlson, @DavidCarlson1 , Millennial Marketing Consultant and Author of “Hustle Away Debt”
Trend #6 Ability for Brands to Measure ROI on every Influencer Spend Dollar
“Technology will evolve to show large-budget brands (i.e. ones with $100M+ marketing budgets) that they can spend millions of dollars on Influencer Marketing across thousands of influencers and there’s ROI on every penny spent. Technology is geared toward video enablement and measurement and emerging platforms, like Snap.”
~ John Ale, Vice President, Noro-Moseley Partners
Trend #7 Open APIs and Integrated Workflow and Metrics
~ Casey Hall, @CaseyHall_ , Social Media Lead, Thomson Reuters
Trend #8 Shift to Semi-programmatic Solutions
“We are looking at the largest media ecosystem ever created as more and more influencers produce content across a number of social channels. As ad spend shifts and big dollars flow in, future influencer marketing solutions will employ semi-programmatic display and supply side platforms to meet an ever growing demand.”
~ Brendan Lattrell, @ , Founder, CEO, Grapevine
Trend #9 More Robust Analytics and Reporting on ROI
“As influence becomes part of the standard marketing mix, and marketers are required to justify spend, it is imperative that these technologies focus on building out robust analytics capabilities to show ROI.”
~ Michael Lopez, @ , VP, Social Media, Wells Fargo
Trend #10 More Activity from Social Networking Sites, Emergence of Hyper-local
“We expect increased attention from Social Networking sites, as they start taking a more active role in this space, starting with Twitter’s acquisition of Niche last year and Google’s acquisition of Famebit recently. We’ll also see more regional and hyper-local technology platforms that allow brands to discover, engage local and regional influencers”
~ Mia Dand, @ , CEO, Lighthouse3.com
You can also download these Top 10 Influencer Technology trends from Slideshare.
Questions? Send them over to firstname.lastname@example.org and we’ll help you out with more tips to select and implement the right influencer technology platform for your organization.
We look forward to hearing from you!