Tips For Brand Empowerment
It’s a good time to be in the influencer marketing business in 2018. Marketing is fluid and trends come and go rapidly, so it’s easy to see why marketers are investing in influential figures as opposed to throwing money at traditional advertisement. As social media platforms rise and evolve, how brands and companies keep up and stay relevant is more important than ever, especially given our multi facet, digital environment. The number of influencer marketers has sustained growth over the last while, with approximately 3.5 billion global internet users currently using social networks. Today, people of all ages across all demographics use social media channels and never has it been so apparent than in today’s global society. Everywhere you look, be it on the street, on public transport, in schools, even the office, people are consumed and absorbed by social media. Who would have thought it would be acceptable to go for dinner with a loved one while each of you scroll aimlessly on your mobile devices, without barely uttering a single word to each other? Why? Well perhaps one of the main reasons is the rise of influencer marketing and the effect social media influencers have on people’s behaviour and mindset. What is an Influencer? According to Influencer Marketing Hub, an influencer is “an individual who has the power to affect purchase decisions of others because of his/her authority, knowledge, position or relationship with his/her audience. It is important to point out that these people are not simply marketing tools, rather social relationship assets with which brands and companies can partner and collaborate with to achieve their objectives. In his book The Tipping Point, Malcolm Gladwell discusses archetypes of people: mavens, connectors and salespeople. Influencers can be one or all three. They connect ideas and messages with a lot of people. This makes them attractive to brands to work with. It is a win/ win situation as brands and companies love influencers because they can create “noise” and encourage people to buy products they endorse. Of course, it is essential to have the right fit with influencer marketing and that its complimentary. How have Influencers come to be? Due to the increase in power and influence of social media, and in the rise of blogging, it is now possible for literally anyone with a bit of enthusiasm and determination to gain online recognition, and for those at the top of their game, ‘recognition’ is a severe understatement. Most of the world’s top influencers are talking to audiences that many magazines, TV channels and companies could only dream of. The fact that marketing influencers operate largely alone or as a single partnership, is the root of their charm. In the oversaturated advertising market, we, the public, crave a more authentic voice, a more trustworthy voice, one they feel they know on a personal level and can interact with. How to pick the right partnership?
So, how do you get a win/win collaboration for all parties? Influencers and brands should choose carefully and be mindful of who they really want to work with and who they feel is relevant to what their image and the message they are trying to get across. From a corporate point of view, who do you think your target audience is going to listen to is so important to consider? Is the person you’re considering credible and inspiring their audiences to reply, share, complete a task or buy, and do you feel they could do this when it comes to your product? Looking at it from an influencer stance, you should try and promote what you are passionate about, enjoy or feel is worthwhile and relevant for your followers. Main Benefits of Influencer Marketing
https://www.omahamediagroup.com/blog/article/the-rise-of-social-media-influencers-and-what-this-means-for-your-business Future Influencer Trends? Leveraging a plan for owned, earned and paid media will be vital for longevity and credibility Long-term, substantial relationships between influencers and the brands they work with are no longer a “nice to have” but are a “must have.” ROI is an even bigger focus for 2018 and beyond Globally, companies will be using influencers in their basic marketing strategy more and more The quality and production value of integrated content will be enhanced in 2018 Read More At: Edelman, 2018 Trends: Influencer Marketing https://www.edelman.com/post/top-trends-2018-influencer-marketing/ Author Of This Blog: Claire O'Gorman, 18th February 2018
3 Comments
Heather
27/2/2018 14:20:25
Really interesting piece!
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Hugh
27/2/2018 14:28:50
Nice Claire. Well done.
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AuthorClaire O' Gorman (Co-Founder Director/Business Development, Digi/Influencer). Archives |