According to the report, a lack of budget is the primary reason why brands are yet to carry out influencer marketing with 39 per cent of the respondents saying they are held back by budget constraints Sixty three per cent of respondents think influencers are too expensive for brands dealing with budget constraints.
The report found that helping to launch a new product is the primary role influencers play in fashion and beauty brands' marketing strategies with 69 per cent saying product launch is top priority.
Twenty seven per cent say product launch is 'critical' when it comes to influencers, while 42 per cent say it is 'very important'.
Context is king, according to the respondents. Almost three quarters (72 per cent) would take subject area relevancy over an influencer's reach.
Just 30 per cent believe reach is more important, so it seems quality wins over quantity.
The vast majority of respondents (85 per cent) believe the humble email is the best channel through which to reach influencers because it allows the influencer time to review the brand opportunity and decide whether or not to respond.
Budgets for influencer marketing are set to increase for almost three-fifths(59 per cent) of fashion and beauty brands in 2016.
Only 2 per cent of respondents predict their influencer marketing budgets will fall. (SH)
Over the past couple of years, more and more brands have begun to align themselves with social media influencers as a result of customers expressing increasing preference for 'authentic' opinion over and above the voice of the brand itself, according to Fashion and Beauty Monitor's recent report - The Rise of Influencers, in association with Econsultancy.#
ALCHEMPro News Desk – India
marketing@alchempro.com
