As a digital marketing strategist, you are evaluating various growth channels for a new product launch. Based on your understanding of testing and selecting influencer collaborations as a growth channel, identify the most appropriate approach(es) for this scenario:
- Approach A: The company decides to invest heavily in influencer marketing, assuming it is the best approach due to its current popularity, without prior testing on a smaller scale.
- Approach B: Before fully committing to influencer marketing, the company conducts a pilot campaign with a few influencers to gauge audience response and measure effectiveness.
- Approach C: The company chooses influencer marketing because its competitor successfully used this channel, without considering its own unique audience and objectives.
- Approach D: The marketing team assesses the Average Revenue Per User (ARPU) to ensure that the potential ROI justifies the investment in influencer marketing.
Which approach(es) align with the best practices in testing and selecting influencer collaborations as a growth channel?