IZEA forms Influence+United to help marketers better realise multi-region influencer marketing campaigns
A gazillion years ago I was a product manager covering EMEA. I worked in London. A fist thumped on a desk at headquarters in New York’s Time Square. The owner of the New York fist barked: “Globalisation, globalisation, globalisation.” He meant: “Americanisation, Americanisation, Americanisation.”
The owner of the New York fist used portmanteaus such as “glocal”. For him, however, ‘global’ and ‘local’ were words shunted inelegantly together for show only. The fist’s idea of a hyper-connected world was a one-size-fits-all world where subtleties of different language, custom and culture played no part.
Thankfully we have come far in the last gazillion years. We realise today that to grasp the scale benefits of globalisation we need to stay close to our customer - wherever she lives. We need to understand the nuances of regional consumer behaviours; of their working practice; of their similar- but-not-same quirks.
Need realisation and possessing the relevant tools to do anything with that realisation are not always the same thing, however. CMOs have sometimes struggled with building multi-regional, integrated influencer marketing strategies.
According to a press release: “The Influence+United alliance seeks to take the stress [out] of globalization and streamline the entire executional journey — from proposal to results.”
Its ambition is to make it easy to execute a unified influencer marketing campaign with trusted providers who are “localised in presence, but global in scope”.
Influence+United member companies will work together to develop campaign concepts, strategies, and investment approaches that provide the expertise and scalability required across the creator economy.
Buzzoole is an early influencer marketing provider to sign up to the alliance. President of the Italy-based company Fabrizio Perrone, told me earlier today via WhatsApp: “We’re proud of being part of this alliance that will help our technology to scale across the globe and help clients to have a more comprehensive view on influencer marketing KPI”.