Adweek recently talked with industry leaders about the rise of the influencer in the creatorverse. As part of this, they featured M Booth SVP Amy Shoenthal in a piece that explores how technology can enhance influencer marketing. Here’s what Amy had to say:
“Some influencer marketing practitioners start with a tool. They start with a software, and they feed influencer marketing right into an algorithm that spits out influencer partner recommendations,” said Amy Shoenthal, an svp at integrated communications agency M Booth.
Other influencer agencies focus less on tech, with business models hinged on industry connections. Effectiveness, Shoenthal asserted, requires balancing both tech and relationship-based approaches.
M Booth’s employees rely on partner tools and technology platforms like Tagger to achieve that balance. Many agencies take a similar approach.
It illuminates why influencer technology acquisitions are attractive options: The acquirer benefits financially from licensing the product to their competitors. The acquisition creates a new revenue stream for acquirers, much in the same way that a data acquisition like Epsilon’s, helps Publicis rake in data licensing money industrywide.
“I’m sure there’s a lot of white-labeling of software going on across the industry—not even just acquiring a software company—but using a software,” Shoenthal said.
Excerpt from Adweek’s “To Stay Ahead of the Creator Curve, Networks Are Snapping Up Influencer Agencies,” published May 8. Read the full article here.