Influencer marketing is a novel marketing approach that has excelled in ameliorating the brand-customer relationship. According to the World Federation of Advertisers (WFA), nearly 65% of the multinational brands are likely to increase their influencer marketing budget in the year 2020. This comes after the 2019 Content Preferences Survey from DGR reports claimed that a majority of surveyed marketers considered industry influencers to be high on their preference list.
However, the popularity of influencer marketing is not just limited to the B2C sphere, as the respective marketing approach has gradually penetrated in the B2B domain as well.
Business-to-Business or B2B refers to as the commercial communication that is conducted between two or more companies. According to the top social outreach agencies in India, the impact of influencer marketing is largely similar to the word-of-mouth technique, but with a stronger hold on the communication process.
Since the average purchase size of B2B transactions is much higher as compared to B2C, influencer marketing has become more relevant to it. Here are some B2B influencer marketing trends that are likely to dominate year 2020:
1. Increased use of Artificial Intelligence (AI)
Automation has taken all businesses and industries by storm in this 21st century, and influencer marketing is no different. According to tech pundits, artificial intelligence and machine learning will be extensively used by the top influencer marketing agencies for the implementation of various tasks. Finding the right influencers, checking the relevancy of content, identification of trends, performance optimization, etc. are some of the notable tasks that are likely to be automated by 2020.
2. Increased use of more engaging content formats
Earlier, brands were leveraged to use photos, videos or written scripts for communicating with the audience. However, B2B approaches are evolving and brands are now motivated to use other innovative and novel content formats. According to the best influencer marketing agencies in India, Virtual Reality (VR), Augmented Reality (AR), 360° photography and 3-D art based content are some of the formats that brands will adopt in order to transform their boring content approaches into bold and interactive ones.
3. Integration of cloud marketing platform
Social media experts believe that influencer marketing is a vital communication aspect and brands are committed to make its impact more powerful. Since brands are maturing with their influencer marketing practices, the need for technology integration is likely to rise. In such cases, tasks like influencer identification along with engagement and measurement technologies will be potentially integrated with cloud marketing platforms.
The influencer marketing domain has undergone a lot of changes in recent years and 2020 could prove to be another pivotal year. While new technologies are likely to make operations easier, they will also put users at the center of the experience.