Valassis Launches Influencer Marketing Solution

US-based shopper targeting firm Valassis has launched an influencer marketing solution, promising to reach and engage consumers through programmatic paid social media ads.

Valassis integrates online and off-line data to target clients' most valuable shoppers wherever they 'plan, shop, buy and share'. Earlier this year, and pre-pandemic, the firm partnered with Kantar to launch a new report called 'The Future of How People Shop', promising an understanding of the behavior and attitudes of consumers and the catalysts driving their engagement.

The new Valassis Influencer Marketing solution identifies the channels a brand's target audience prefers, and adapts the influencer content accordingly. Marketers are then able to test vast amounts of content in real-time, to determine what will deliver the highest response. Using predictive intelligence from the Valassis Consumer Graph to identify ideal consumers, certain characteristics - such as interests, store visits, purchase preferences and purchase intent - can be identified and targeted to boost Facebook marketing programs. Manual aspects of influencer marketing can be automated, including the influencer 'permissioning' process and the delivery of programmatic paid ads.

Sinead Norenius-Raniere (pictured), VP of Influencer Marketing, comments: 'Effective influencer marketing is both an art and a science, strategically identifying the right influencers, message and channels to reach a receptive audience, and ultimately, inspire purchase decisions. At Valassis, we are able to buy and serve media programmatically via our influencers' handles, providing brands incredible efficiencies and maximizing their investments'.

Web site: www.valassis.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.