In the era of digital marketing, the influencer sector is taking on more and more value and importance. Although influencer marketing was previously valued by "vanity metrics" such as "likes" and "comments", now the sector is facing a new era of changes in which it is essential to be able to measure the real impact of influences. investments in influencer campaigns in the brand business. Now, companies demand concrete data that demonstrates a return on investment (ROI) comparable to other digital investments, which marks the beginning of a new era in which the effectiveness of these strategies is paramount.

This is how technology, especially artificial intelligence and advanced measurement tools, are playing a crucial role in this transformation.

With the rise of influencer marketing, accurately measuring the impact of influencer campaigns has become one of the main challenges for brands. And the big question that is usually put on the table is whether it is possible to evaluate the effect of a campaign not only in the digital environment, but also in the physical environment, such as visits to stores. And the answer to the question is affirmative.

In order to meet these needs, tools such as Primetag's "Influence to Store Analytics" make deterministic attribution possible, both online and offline.
Artificial intelligence as a driver of change

Data analysis has been one of the fundamental pillars thanks to the integration of artificial intelligence. With solutions like Universe, Primetag's conversational assistant, they are able to offer deep insights in seconds, facilitating quick decisions based on exhaustive analysis of information that would be difficult to manage in a traditional way.

For its part, Universe manages more than a billion content on Instagram and TikTok from more than 50 markets, allowing brands to access competitive intelligence analysis in real time, as well as evaluate the impact and effectiveness of their social media campaigns. .
A path towards the professionalization of the sector

With the various advances, influencer marketing is reaching a level of professionalization that goes beyond the relationship between brands and content creators. Technology is helping brands obtain a clearer and more strategic vision of the value that influencers can bring to their campaigns. Without a doubt, this evolution allows not only greater transparency, but also continuous optimization of the resources invested.

The future of influencer marketing is strongly linked to technological innovation, and brands that adopt these advanced tools will be better positioned to run more effective campaigns and measure their real impact. In this new panorama, technology becomes an essential key to leading the evolution of the sector.

Fuente: https://www.marketingdirecto.com/digital-general/digital/futuro-marketing-influencers-medicion-real-roi-tecnologia-avanzada