After a record 2018, advanced, all-in-one influencer marketing platform Mavrck is continuing its innovation in 2019 by announcing the deep integration of its survey research capabilities with its influencer database. Marketers struggle with making research insights actionable, an inability to scale personalized influencer search criteria, and expanding influencer relationships beyond creating content. Mavrck’s new features solve those problems while also opening new lines of communication between marketers and influencers.
“Influencers know their audiences, as well as cultural trends, better than average consumers, using that expertise to create content and become an influencer in the first place. So why wouldn’t marketers want influencer-generated research insights from these experts when developing products, experiences, and campaigns?” said Lyle Stevens, Co-Founder & CEO of Mavrck. “We realized that the thousands of survey responses our brand customers were collecting from influencers each day could enhance the way marketers search, segment, and activate influencers. We just needed to intelligently connect the responses to their profiles within the Mavrck Influencer Index. Now marketers can easily find and survey influencers to help develop a product or campaign, as opposed to only using influencers at the tail-end of the process to promote a product or post content as part of a campaign.”
Marketing Technology News: Tapad Appoints Ajit Thupil as First SVP of Identity
Mavrck has long believed that influencers provide a more qualified panel for surveys, ideation, focus groups, in-depth interviews, concept testing, and more, so not engaging them in research and creative development is a missed opportunity. Today, most panels, focus groups, or creative entities depend on candidates to self-screen their qualifications, which leads to bias and fraud (i.e., people saying they fit the criteria when they often don’t). It’s easier for marketers to confirm influencers’ subject matter expertise and qualifications via their public content and performance.
These new capabilities not only aggregate survey responses from hundreds to thousands of influencers, but now also elevate the incredible power of each individual response. Mavrck has connected each influencer’s survey responses to their Mavrck profiles. This means that with each influencer response, a singular insight can become a piece of a larger influencer survey and can now also append that specific influencer’s Mavrck profile data. The data collected per marketer allows for advanced, personalized influencer experience (IX) and stays with that marketer, which means other Mavrck customers are not able to see it, ensuring incredible data personalization and privacy. The platform is taking influencer-marketer communications research insights and data personalization to the next level, ultimately delivering greater business value to both influencers and brands alike.
Recommended Read: Marketing Technology Bulletin Covering the Week Gone By