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Please introduce HypeFactory to our audience. What’s your story and how has it evolved so far?What services do you offer and who is your main target market?You are a strong advocate of data-driven marketing. Why is data so important in marketing?What are the essential steps in a data-driven marketing strategy?And what are in your opinion the essential tools and technologies to leverage data in online marketing?How do you envision the future of your industry?Lastly, any exciting news or developments that you would like to share?
Please introduce HypeFactory to our audience. What’s your story and how has it evolved so far?HypeFactory is an influencer marketing agency. We develop, launch and manage influencer marketing campaigns for big brands all over the world. But there is one thing that makes us unique: we are technology-driven. The agency has an internally developed self-service platform that is powered by AI algorithms. Our team uses it to comb social media for particular influencer profiles, depending on our client’s needs. This helps us launch hyper-targeted campaigns and deliver results even in the most complex markets. Our focus on technology is not about following a trend. This is in our DNA. The agency’s mission is to make influencer marketing transparent and effective for everyone. Our main goal has always been to become a global agency that sets the standard for service quality.
What services do you offer and who is your main target market?We are a full-cycle agency which means that we support our clients through all stages of the campaign cycle. We have account managers, marketers, designers, and many other departments. The whole team works on making sure that each campaign is successful. As a full-cycle agency, we plan the campaign, align it with the client’s goals, set specific criteria for choosing influencers, find the right influencers and collaborate with them, supervise the implementation, and report on results and lessons learned. In other words, we see every campaign from start to finish. When looking for influencers, we don’t focus on their general popularity but instead, we start with the audience: Who is the client’s target audience? What influencers have the closest connection with this audience? Which of these influencers can deliver the best results? These are the questions we seek to answer. But we don’t rely on intuition or trends, we look into numbers and what they tell us. For every campaign, we use 55 metrics to find the best influencers in the database of more than 30 million social media profiles. Doing this manually would require lots of resources and time. As a global agency serving large organizations, we don’t have that much time. We need to always be on top of the trends and ahead of the client’s competitors. That’s why we’ve automated many processes and integrated our internal tools with several analytics platforms. This helps us perform a reliable yet fast analysis. We mostly work with clients in industries, such as gaming, e-commerce, technology, food delivery, financial services, and healthcare.
You are a strong advocate of data-driven marketing. Why is data so important in marketing?I believe that nowadays if you want marketing to deliver results, you need to understand your audience, what they want, their preferences, behavior, and so on. But a mere understanding is not enough. You also need to build personalized communication with every potential and existing client. This all can be achieved with the right approach to data. That’s why we so strongly advocate for data-driven marketing. If you’ve been in business for a few years already, your company probably has lots of data about your clients. If you set some time aside to structure this data, look into patterns and ask the right question, you’ll be able to predict consumer behavior, optimize campaigns, and maximize your budget.
What are the essential steps in a data-driven marketing strategy?
- Identify your target audience;
- Collect and analyze data about your target audience;
- Embrace marketing automation;
- Personalize your communication;
- Measure the effectiveness of your campaigns;
- Enhance customer experience.