
More than 60% of global marketers optimistic about business in 2024
While marketers in many countries are worried about a recession, there is also optimism regarding the business climate and marketing budgets.
INFLUENCER MARKETING
By our News Team | 2023
Influencer strategies are gaining prominence among business-to-business brands and outperforming brand-only marketing by 67%.
PR agency Ogilvy has released its first global study of B2B influence, titled ‘Influencing Business: The Global Rise of B2B Influencer Marketing’.
According to Ogilvy, influencer marketing is gaining prominence among business-to-business (B2B) brands, outperforming brand-only marketing by 67%.
Photo by Ron Lach from Pexels
The African element of the study involved Kenya and South Africa. Other countries surveyed include the US, UK, France, Saudi Arabia, Singapore, Malaysia and Vietnam.
“There is exceptional value for businesses in participating and earning attention within these emerging spheres of influence. Our research validates this industry shift with proven results from credible business leaders,” says Ogilvy’s Sanesh Maharaj.
“Thought leaders and commentators have migrated to new media spaces to create business communities, reshaping how people share, learn and discuss business. This transformation is redefining the future of stakeholder engagement.”
Since 2016, the global influencer market has grown over 20 times, with 62% of TikTok users making purchases based on app reviews and promotions, says Ogilvy. This study highlights the significant impact of B2B influencer marketing on brand perception and purchase
decisions.
Among the key findings from the two African markets:
In addition, 49% of C-suite marketers globally believe influencers enhance the brand’s credibility and trustworthiness.
Ogilvy says businesses are being propelled to grasp the value of authentic partnerships so that they can dominate industry conversations, shaping their reputations.
While marketers in many countries are worried about a recession, there is also optimism regarding the business climate and marketing budgets.
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Look for transparency, check results of previous projects, and request an air-tight scope of partnership, advises industry expert.
AMC’s range of Short Courses is designed to complement the study and career-growth initiatives offered by our member countries.
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Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.
Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.
Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.