Optimizing Influencer Marketing in Marketing Management Strategy

Abstract

This study aims to describe and analyze how influencer marketing strategies are optimized in marketing management by companies in the digital era. The research method used is a descriptive qualitative approach, with data collection techniques through in-depth interviews, observations, and documentation studies of a number of business actors and marketing teams that actively use influencer services. The main focus of this study is to understand the process of selecting influencers, content planning, communication strategies, and evaluating campaign effectiveness. The results of the study show that optimizing influencer marketing plays a very important role in increasing the effectiveness of marketing strategies. Selecting influencers that match the target market, creating relevant and authentic content, and managing the right budget can increase the level of audience engagement and brand awareness. In addition, monitoring and analyzing campaign metrics helps in measuring success and providing direction for improving strategies in the future. Thus, influencer marketing can be an effective tool for achieving marketing goals and improving overall business performance.