Social Benchmarking: The New Frontier for Influencer Marketing

Opinion: It is a universal need to be able to quantify your company’s performance

Benchmarking always starts with defined objectives anyaberkut/iStock

As brands pour billions of dollars into influencer marketing, the demands for new technology and data to measure effectiveness have increased dramatically. Clients no longer think of branded content and brand ambassadors as a talent model or public-relations budget—instead, it is a media buy that must map back to return on investment. With the maturation of this market, now come the comparisons to digital, TV and paid social.