Link: Marketers focus on competitive analysis to grow their influencer marketing strategies

During the third quarter of 2023, influencer marketing shop Obviously started to spend more time talking to clients and pitching new business on its “predictive modeling” capabilities, according to Mae Karwowski, CEO and founder of the company. That process includes analyzing spending habits, influencer relationships and the overall share of influence of the market that a brand’s competitor may have on a monthly or quarterly basis and then devising a strategy for their client brand based on that knowledge. That intel can give potential clients a better idea of the “white space” available, explained Karwowski. #

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