In continuation of our pre-show speaker interviews series, I was delighted to sit down and chat with Adam Weiss, GM & SVP of Rakuten Affiliate Network, who will be speaking on Day 1 of our 2016 New York show.
Together with Apu Gupta of Curalate and Kamiu Lee of Bloglovin’ Adam will address the question of The Innovation Shift to Empower Emerging Influencers & Brands.
Leading up to the inaugural IMD conference it was good to pick his brain on the state of influencer marketing, as well as the challenges and opportunities that it presents to advertisers.
Question: While the concept is centuries old, influencer marketing became the “buzz word” only a couple of years ago, and advertisers’ interest in it is only getting stronger. What do you think about influencer marketing?
Adam: In that short amount of time, influencer marketing has already made a huge impact on the industry. Advertisers are actively seeking ways to get in front of influencers to showcase their products in native and authentic ways. With social media leading the way, bloggers and social influencers can reach their audience easier than ever and add their own personal flare to posts that will drive revenue. These platforms empower influencers and offer a clearer picture of ROI across various channels.
Question: What’s the biggest misconception you’ve seen brands have about influencer marketing?
Adam: Some brands still perceive affiliate marketing as a tactic solely based in coupon and loyalty sites. They often don’t realize the evolution and importance of influencer marketing and its benefits. The value of influencers in today’s industry is priceless. They’re able to provide their audience with a trusted and unbiased view of their favorite brands. Readers are more likely to emulate (or be influenced by) their favorite influencer.
Question: What is the biggest overlooked influencer marketing opportunity, in your opinion?
Adam: Do not underestimate the emerging influencers! While the big influencers can greatly expand reach and viewability, the smaller or mid-tier influencers have an important group of loyal readers that are much more likely to purchase a product based on that influencer’s opinion. Budding influencers in the affiliate space are equally as valuable to advertisers. Forming relationships with these new influencers early in their programs will build loyalty and strong, profitable relationships.
Question: With 2017 just around the corner, what would you recommend for advertisers to consider implementing as soon as Q4 is over (a New Year’s influencer marketing resolution of sorts)?
Adam: 2016 has been a monumental year for influencer marketing; 2017 should keep that momentum going with an emphasis on measurement. Advertisers should ensure that their affiliate program provides them with total transparency into how affiliate supports and compliments their marketing efforts. Encourage influencers to use affiliate tracking so that brands can gain increased insight on conversions.
Through affiliate tracking and attribution, brands can see where influencers drive engagement. Even though an influencer doesn’t typically drive the last click, they are vital to the customer journey. Tracking is crucial to help brands understand that the influencer serves a valuable purpose in driving a sale.
Question: Give us 1 key reason why marketers should attend your Influencer Marketing Days session.
Adam: It’s not a secret: influencer marketing is here and brands that take advantage of it are seeing increases in ROI. Rakuten Affiliate Network is one of the largest affiliate networks and has the proprietary technology necessary to help brands and publishers forge strategic partnerships that are mutually beneficial. I’ll co-host the session at Influencer Marketing Days with Kamiu Lee from Bloglovin’ and Apu Gupta from Curalate, providing listeners with a full-scope view of how they can stay on top of the latest trends in influencer marketing.
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