#DMWF Europe 2019: Interview with Robert Levenhagen, CEO of InfluencerDB
Robert Levenhagen is CEO and co-founder of InfluencerDB. He has worked with companies globally to develop scalable and effective influencer marketing strategies.
Robert has co-founded five companies that have helped to make him one of Europe’s leading experts on influencer marketing, including InfluencerDB in 2016; Social Match, an influencer marketing agency; My Style Hit, a fashion blogging platform; and Skincerely Yours and Melou, influencer marketing-driven e-commerce brands.
Ahead of #DMWF Europe we caught up with Robert, to find out his thoughts are on the digital marketing landscape, what he thinks us marketeers should be looking out for in the future and what he’s most looking forward to seeing at #DMWF Europe on 25 – 26 November!
Hi Robert, thank you for taking the time to speak with us! We’re super excited to see you hosting your session in Amsterdam!
We’re going to jump straight in with a big question; What digital marketing trend has impacted your campaigns the most in 2019?
Although InfluencerDB has been an influencer marketing leader and innovator since the practice’s infancy, our users and buyers are inundated with newcomers all advertising the same services without the tech infrastructure to back it up. When you’re a quality platform that’s been shaping the industry since its inception, how do you differentiate yourself from loud copycats?
This year we inverted the unflinchingly constant positive spinon influencer marketing and released a study highlighting a decline in engagement rates across Instagram. While we definitely believe in the influencer marketing industry, hence why we are continuing to innovate with the Influencer Marketing Cloud, we don’t believe in peddling inflated metrics and pretending like everything’s as great as it’s always been. The amount of traction we gained with this approach shows that the industry is longing for credibility, benchmarks, and guidelines, which we provide with our product and services. The influencer industry is maturing, and we’re helping marketers position themselves for that maturation.
Another big one, looking to the future of marketing; how do you feel digital marketing will change in the next 5/10 year?
The general public is too comfortable with using free social media and Internet platforms and will never go back to paying. But they will revolt against creepy, targeted advertising in an effort to take better control over their own data. In doing this, the trend toward inbound, opt-in marketing will continue to reap rewards. This obviously applies to us with influencer marketing, who social media users choose to follow, but it will manifest across other prominent media channels as well.
What is the next BIG thing for 2020 that marketers should be preparing for now?
A lot of bad actors in our influencer industry have caused an upcoming chilling effect. That said, the demand for influence isn’t going away, it’s just transforming. We’ll see this start to unfold next year, and the marketers who can best evaluate actual influence will be the most successful.
What can our community learn from you at your session/panel at DMWF Europe?
We’ll be sharing the stage with three sharp marketing leaders from the influencer industry for a panel called Maximise Your Influencer Marketing Strategy for Growth & ROI. While we can’t and won’t speak for what you’ll hear from them – great ideas surely – we’ll be sharing what strategies we see being increasingly adopted in the influencer marketing world, which are underutilized, and how to structure your teams and departments for brand sustainability.
Who else on our DMWF Europe speaker line up are you looking forward to learning from?
As we already use influencer marketing for our B2B, the “Open the door to B2B Influencer Marketing” panel seems like an especially exciting topic for finding new and different ways for us to build on what’s already working. https://digitalmarketing-conference.com/europe/track/content-social-media-marketing
Like a prize boxer, you are the undisputed heavyweight in your field. If you had a walk-in song, what would it be?
Superorganism – Everybody Wants To Be Famous (YouTube)
Thank you Robert! We look forward to seeing you for #DMWF on 25 – 26 November in Amsterdam!
Robert will be taking a seat on the panel, ‘Panel: Maximise Your Influencer Marketing Strategy for Growth & ROI’ within the Influencer & Social Media Track at #DMWF Europe on 25 – 26 November at the Elicium Centre, Rai, Amsterdam!
InfluencerDB is our Silver Sponsor for #DMWF Europe. InfluencerDB is Europe’s leading influencer marketing technology company. With InfluencerDB’s Influencer Marketing Cloud, business leaders at enterprises, SMBs, and agencies around the globe have access to a world-class operating system for influencer relationship management.