Vol. 6, Issue 5 (2020)
Influncers marketing: Roi measurement: A challenge
Author(s): Sarthak Gupta
Abstract: Influencers marketing is the coveted social media marketing trend. Brands across the industries are propelling billions of dollars in influencers marketing. One of the biggest issues faced by the businesses is how to measure the return on investment when influencers marketing strategy is adopted. The present paper explores the various metrics which can help us to find out the return on investment in influencers marketing. The probe was further extended to find out various marketing tools available in the market to execute the influencers marketing technique. The study revealed that various metrics like impressions, reach, conversion, engagement, referral traffic, Click through Rate (CTR), Call to Action (CTA), shares, comments, mentions etc can help us find out the return on investment in influencers marketing. The key performance indicators or the metrics which have to be taken and analyzed to find out ROI would depend upon the goals to be achieved by the organisation.