Traditional advertising doesn’t seem to pack the same punch it once did.
This has spurred the growth of social-forward, digital-based ad methods such as influencer marketing that better reach the modern technology-oriented demographic.
A hybrid of old and new marketing tools, influencer marketing takes the concept of celebrity endorsements and places it into a modern-day content-driven marketing campaign. The main differentiator in the case of influencer marketing is that the results of the campaign are collaborations between brands and influencers.
Until recently, it has been challenging for smaller businesses to get a foothold in the influencer marketing space.
In November, we wrote about Calgary-based ad-tech startup Embold launching Canada’s first free influencer marketing platform. Brands of any size can connect with a network of 7,000 “local and micro influencers” by inviting them to a campaign or having influencers apply to a campaign on the marketplace.
The platform, which made waves in Calgary in 2022, provides access to influencer audience data as well as a suite of campaign management tools and analytics.
Embold believes influencer marketing is the future of advertising, citing key factors such as targeted reach, authenticity, and cost-efficiency. It is a “highly effective and cost-efficient way for businesses to reach their target audience and drive sales,” the company states online.
In 2023, the startup is looking to maintain momentum. The most recent addition to Embold’s suite of products is CampaignPlus, the Alberta firm’s “groundbreaking new offering.”
This new AI-powered feature streamlines the process of launching influencer campaigns and offers a hassle-free experience for advertisers, according to a statement from the Canadian company.
“The complexities and time-consuming nature of running an influencer campaign are no secret,” says Umair Tazeem, Founder and CEO of Embold. “Our aim with CampaignPlus is to demystify influencer marketing and make it a breeze for businesses of all scales to focus on what they do best: delivering top-notch products and services.”
With CampaignPlus, advertisers set up their campaign, and then the Embold team takes care of influencer recruitment. Using their roster, they will invite the best influencers to the campaign that will be able to promote that brand’s product and reach the correct target audience.
Embold believes it is “exploring the limitless potential of AI” to simplify the process even further.
“Influencer marketing is one of the most potent means of reaching new customers, and we are determined to make it a walk in the park for all,” added Tazeem. “With CampaignPlus, we are pushing the boundaries of our mission, and we can’t wait to witness the significant impact it will have on the industry.”