"This is why your influencer marketing campaigns aren’t working"

How do you measure the ROI of marketing? How do you find the right influencers for your brand? How do you connect with your audience to achieve community and conversion?

Part of the reason these questions are some of the biggest challenges marketers (and all brand executives) face is because marketing is not a hard science and cannot be answered with a simple answer or blueprint. While there are many articles, books, webinars, people...claiming to have the answer, the truth is that there is never going to be ‘one right answer.’?

Why? Because marketing, at its core, is about humans and their behavior, and humans are not linear or even rational in their choices or decisions. Even if we were to ask ourselves why we?made the decision that we made on our last purchase, and we were totally honest in our answer, we still wouldn’t have covered all the reasons, because there are so many subconscious factors. To add complexity, each factor cannot be assigned a certain weight, rather they all act as a flywheel, or a ‘perfect storm’ in a synergistic relationship. Therefore, direct attribution is impossible.?

So does this mean we throw in the towel on measurement? On choosing the right influencers? Absolutely not. To be a great marketer means to be a detective. Great marketers never tire of looking at the bigger pictures, collecting all the possible pieces, experimenting, asking questions, putting together all the clues.?

By forcing a short finite timeline, a specific?set of metrics or a fixed template, we are pigeon holing ourselves, and forcing the wrong results.

This article by The Drum is important in many ways. The reason I wrote the book on this was to change this current way of thinking, and give frameworks (not templates) for success because think about it: if there was a template or ‘one right answer,’ every brand would be successful.

This article calls it behavioral science, which is just a fancy word that means “we are human.”

A great article worth the read, thank you The Drum & Esme Rice of Tailify. Find the article here -> https://bit.ly/3BsMls9