Pros and cons of influencer marketing automation
Automation is one of the hot words these days in the marketing arena. There have been huge improvements in this field and more and more companies are jumping on the bandwagon. There are giants like HubSpot, Marketo, and some smaller ones like Vbout. These companies are providing solutions for streamlining some marketing activities based on triggers that are put forth by marketing managers.
Influencer marketing is gaining attraction in this field as well. Buzzsumo and some other companies are offering solutions to make influencer marketing projects faster and more efficient. But there is a downside to every innovation.
Kotler, in his book Marketing 3.0 stresses the importance of human-oriented marketing. Some companies define themselves as B2C while others define themselves as B2C or B2G, etc. However, all these companies are operating in H2H markets and that is human to human.
This is one of the major downsides of influencer automation tools, as they decrease the human side of the transaction. Companies lose their human touch with influencers and only see them as packages sold inside the platform.
Nevertheless, the platforms do provide some convenience and efficiency. The payments are done faster, time management can be done with more precision and large campaigns can be handled more easily.
But, I still believe that the importance of human touch outweighs the automation and streamlining of the processes. By having contact with influencers directly, you will be able to give them a thorough brief of your brand, your challenges, your competitors, and other things that surround your business.
The human touch is also important in finding the right influencer stage as well. The influencer marketing automation tools provide you with a bunch of numbers such as the influencer’s followers, their engagement rate per post, their click-through rate, and so on. But unless you see and engage with their content yourself, you will not gain a deep sense of their content and how you can foster a profitable business with them.
Another con associated with automation is that they are restrictive. The influencer is obliged to publish a certain post at a certain time for a certain fee. This can hinder innovation on the part of influencers because they need some room to come up with creative content.
To sum up, I think that while the benefits of automating processes in marketing are undeniable, there is something to be lost with every computerized process. The first and foremost backlash is having to lose the touch with another human being on a one-to-one basis and instead of having to wholly interact with another computer. Another downside is that sometimes relying solely on numerical data can be misleading because they do not and cannot draw the whole picture especially when it comes to human-centered activities such as providing the content.