Brad founded digital creative consultancy, Platinum Seed, in 2009 and has grown the company to its current form as digital partner to some of the most recognised regional and global brands operating within Africa.
He founded Continuon in 2015, after battling to establish any real metrics for return-on-investment in the social media space. The goal was to establish how many social media users where indeed brand consumers, and importantly which ones drove authentic brand awareness.
Fundamentally, Brad believes that technology has the ability to change the world, the way we do business and that the effective use of data can help engage and nurture relationships with consumers.
Influencer marketing continues to be the buzz word, with 86% of marketers using influencer strategies in 2016, and most doubling their investment in 2017. However, influencer marketing is starting to get a bad rep. It’s difficult to identify the right influencers for your brand, influencers aren’t easy to engage with, and proving ROI on influencer campaigns is difficult.
These problems arise from trying to make paid-for connections and content look like they have been earned. The result of this “unnatural” fit is an expensive, inauthentic strategy that, in the long run, will be only marginally better than traditional advertising.
So where to from here? We’ll cover the future of influencer marketing, from relevance and resonance trumping reach, to tapping into the pool of real brand influencers you already have in your online community.