For B2C companies in today’s world, the value of influencer marketing is immense. The growth of the industry into a multi-billion dollar powerhouse demonstrates the soaring demand for creators’ artistry and audiences. And as such, an increasing number of B2C companies are seeking technology platforms that help them develop unique and efficient influencer marketing strategies and campaigns.
In an ideal world, every influencer marketing SaaS platform would have an independent POV on the market—and brand management teams could have their pick of the litter when it comes to choosing a partner platform. Unfortunately, that’s not the reality in today’s marketplace. And some B2C companies are being forced to face a tricky question:
What do you do when your biggest competitor invests in a platform you or your agency uses?
These days, not all marketing platforms and agencies operate independently. As demand for influencer marketing services soars and growth opportunities abound, companies that cater to those demands have begun to take on substantial outside investments, including in some cases from their own clients. When that happens, any competitors of the platform’s investors ought to approach that relationship with great caution. Because the bottom line is that that platform is no longer operating entirely independently. And that brings with it a fair amount of risk to your data, your strategies, and your IP.
Marketing and advertising has long been a game of tightly guarded secrets. But today, a killer campaign slogan isn’t the only valuable thing that a company needs to shield from its competitors. Because today, B2C companies are also gathering and managing audience and consumer data, a priceless asset in the development of game-changing marketing strategies and campaigns.
In influencer marketing, SaaS platforms have become an essential tool for such campaigns, including in the field of data management. So when a prominent B2C company co-owns an influencer marketing platform, it should raise red flags for other companies that were considering using the technology. Could the platform compromise its work on behalf of one client, because it is beholden to investors that are in direct competition with that client?
The good news is that there are still a few quality independent platforms and agencies. And the smart ones are also laser-focused on secure, reliable data management. From top-tier security infrastructure to privacy guarantees, there are plenty of ways that influencer marketing SaaS platforms can protect B2C clients’ data. Without shareholders to answer to, independent platforms and agencies deliver to clients both total ownership and total control of not only data but also campaign strategy and influencer relations.