Influencer marketing is certainly nothing new, but it’s a form of marketing that’s not going anywhere. In this blog, we’re not going to dwell on its stats – you probably already know how important it is (although, if you still need more convincing, you can read more here).
However, as we enter 2021 in the midst of another national lockdown, much of our lives has become online-centric, putting pressure on marketing teams to not only move quicker, but to create rapid commercial results with increasingly tighter budgets whilst still supporting a cohesive brand throughout all selling channels and touchpoints.
So, how can a PIM solution support a digital-first experience, whilst also bringing in influencer marketing and why is it crucial to running a successful influencer programme?
Speed It Up
When there’s multiple brands, each vying for customer attention, influencer marketing offers yet another way of responding to your community and, with ecommerce, it pays to be quick. A PIM solution should offer a lightning fast way of updating information across all your selling channels.
Our PIM solution offers a single entry point, making it much easier for teams to manage product information and not to get lost in the myriad of products, channels and the information required for each one. This easy, streamlined process makes it much quicker to update product information as and when it is needed.
Influencer marketing and PIM solutions ultimately have the same goals: to build a community with a strong brand identity and to drive better sales. A PIM helps you to manage the content between the product, the influencer and the consumer. For example, if one of your key influencer partners posts themselves wearing a certain product that you know hasn’t been selling very well, a PIM solution allows you to quickly update all of your selling channels with this user generated content (UGC). With UGC helping to increase conversion rates on this product, a PIM can encourage better sales whilst sharing content that embodies the brand culture across all platforms.
Make It Relevant
Whilst your brand identity might be consistent, your audience might not be. Followers on one platform might not engage with the exact same content as on another platform: instead, content must be adapted to respond to the tone of voice, interests and attitudes to each specific social or selling channel.
When brands have a firm grasp of their target audience, tailoring content that is relevant and specific drives website traffic, increasing sales. OMIO PIM allows content teams to write different versions of content, so that brands can really make their product information as specific as possible to the audience that it’s being published to. However, it’s not just the brand that this helps – customers are also given tailored information pre-purchase, so that they’re informed, appreciated and recognised.
You closely identify where your customers will most likely be and then work towards acquiring those customers in a cost-effective way.