Influence marketing, business for 300 million in Italy but the risks for companies are still many – Corriere.it

By 2025, brands will spend around $22 billion on influence marketing worldwide. In Italy this sector is worth over 300 million, but in contrast to constant growth, companies face many risks: only half of Italian companies use tools to monitor and guarantee brand safety and only 30% have a figure or a team dedicated to managing these activities. More and more companies today insert this leverage within their marketing mix, in synergy with other touchpoints. The data, surprising from a certain point of view, emerge from one new research conducted by Flua reality specialized in influence marketing part of Uniting Groupwhich he has just published Brand safety and influence marketing: legal tools and guidelines to protect your campaign, white paper created with the contribution of Iap (Institute of Advertising Self-Regulation) and the Dgrs law firm. A tool that aims to answer some of the most common questions from companies and industry players on the relationship between influencers and brand safety, but also on the protection of the creators themselves and their intermediaries. Among the main evidences that emerge from the research it is not surprising instead that for 80% of marketers the most important element when it comes to brand safety the credibilitywhile 7 out of 10 marketers are concerned about the approach with influencers and talents who often take a stand on ethically controversial issues.

Influence marketing therefore appears as a multifaceted sector, which can no longer be dealt with superficially, both for its relevance in terms of investments and for all the implications it brings with it. The greater space it finds within communication plans has also transformed the dynamics of the sector, creating the need to work with more precise metrics and to have updated regulations. The white paper then dedicates an in-depth look at the Digital chart (the reference regulatory text for influence marketing campaigns created and recently updated by Iap), a particularly important tool given that, as emerges from the white paper, only 1 out of 2 brands use exclusivity in influence marketing contracts and only 40% enter any penalties.

Over five years of experience in the sector have allowed us not only to monitor the evolution of influence marketing and the use of this asset within the marketing mix, but also to see how, still today, companies approach very different way,” he says Rosario Magro, co-founder and chief operating officer of Flu -. The typology of interlocutors with whom we dialogue is very broad and this is a rather eloquent indicator of the fact that different objectives are attributed to this typology of activations. There are, of course, specific cases and many exceptions, but it is interesting to create recurring correlations to understand the perception of influence marketing by companies and study projects that are as tailored as possible to their needs.