Influencer measurement a hurdle for beauty, fashion and luxury: Publicis Sapient and Launchmetrics study

Annette K. Brown

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Influencer internet marketing has turn out to be notably critical for beauty, style and luxurious marketers, and measuring it is a distinct challenge, with 40% of marketer respondents declaring they rely on influencers by themselves or brand partners to self-report overall performance.

‘They’re tracking everything’

A vital purpose for the hole is the reasonably superior advancement of e-commerce at all levels of the elegance, manner and luxury industries in China, reported Stephen Picard, associate running director of Publicis Sapient. 

Just one advantage of working with data—and just accomplishing business—in China is “for superior or even worse, you do everything on WeChat,” said Alison Levy, main advertising officer of Launchmetrics. “You walk into a store, and they know who you are. You make the order there, no matter whether you produced it on the web or you glimpse at their web site or WeChat web page or … they are monitoring every little thing.”

Obviously, that makes privacy issues that develop pushback in the West, but it also raises the situation of how marketers can develop and better evaluate their very first-party details, Levy claimed. “You shouldn’t be obtaining data, but you need to figure out what tools you need to have to essentially aggregate your own info in a far better way.”

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