This presentation will showcase the power of influencer marketing throughout the full customer journey. The story will be guided through customer examples and case studies, while having the audience participate in predicting the results. The key learning points will be:

• How to choose the best influencers for brands looking to drive lower-funnel conversions. Picking the ideal lineup of influencers for brand campaigns goes way beyond looking at follower count. Technologies, such as gen.video’s proprietary performance tracking tool, have developed to the point where brands can see which influencers are the most capable of selling products, even down to the level of detail of which online retailers will benefit the most from using one influencer over another.
• How to utilize influencer content at every level of the funnel. Utilizing influencer social content in other marketing efforts including shoppable media links, email, enhanced content on e-commerce, paid social, paid display/video and retail media ads allow for unique opportunities to repurpose content and measure campaign success.
• How to measure the impact of influencers throughout every step of the journey. As brands leverage influencer content across the full customer journey, including the point of purchase, we start to see opportunities open up in terms of measurement of influencer impact. Top-of-funnel measurements such as impressions and high-level engagements are just the tip of the iceberg. We’ll look at conversion lift of content on e-commerce, brand and brand attribute lift through organic influencer content, and carting and conversion from social.

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