Channel Marketer Report

Channel News

Impact Introduces Technology To Identify Effective Influencer Partners

Impact, a partnership automation technology provider, is offering a new solution enabling organizations to identify effective influencers, mobile app partners, content creators, premium publishers, and more. The solution allows users to browse and query by key characteristics like channel, geography, and audience demographics to ultimately choose best-fit partners that align with business and campaign goals.

Pinpointing which of those varied non-transactional partners are best suited for an organization’s campaign takes broad access, acute search functionalities, and close vetting, the company explained. Impact’s new solution integrates key influencer capabilities from its Mediarails solution into the company’s Partnership Cloud platform, expanding the variety and quantity of influencer partners that can be found and recruited with no added effort.

“As the partnership ecosystem continues to grow, it has never been more important to have a sophisticated discovery tool,” said Mike Head, GM of Impact’s Partnership Cloud. “Audience and engagement fraud pose real threats to the space. Our goal is to provide 360 degree insights into a partner’s engagement quality, reach, and content at the point of discovery – so each of your partnerships begins with transparent alignment.”

Users can search by enhanced data points and view expanded profiles to show enhanced partner data, sample posts from each of their media properties. The Enhanced Discovery experience is included in all editions of the Partnership Cloud.

The role of non-transacting partners – especially influencers – is expanding greatly, according to Jay McBain, Forrester’s principal analyst of channel, partnerships and alliances. In a Forrester study published earlier this year — Invest in Partnerships to Drive Growth and Competitive Advantage — McBain advised channel leaders to re-examine the mix of their partner population and take steps to amend it with a good mix of non-transaction partners.