People are generally cynical about advertising. It shows up i9n every conceivable place, makes false claims, appeals to our base instincts, and crowds out a host of important and essential factors. The world is saturated with advertising and it is difficult for them to believe any of the claims the marketer makes.
People are likely to be less cynical when the recommendations come from friends and relatives. These have more credibility than advertising. Social media users use these sites to find out about products.
Advertisers are cognizant of the fact that they can use social media and other internet tools to market. If they can encourage people to talk about and recommend their products online,these advertisers gain a unique advantage over the competition. They can use influencer marketing platforms to promote their products.
Influencer marketing – influencer marketing involves marketing products and services to those who have a sway over what other people buy. It stems for an individual’s expertise, individuality and reputation. Marketing to an audience of influencers is similar to word of mouth marketing. However it does not rely on explicit recommendations.
Influence comes from a multitude of places. Any person, group, brand or place could be an influencer potentially. Celebrities are often used to market products because they are highly respected and highly visible. Celebrity endorsement goes a long way in creating credibility for the manufacturer.
Bloggers make important influencers because they have large followings. When a product is recommended by a blogger it has greater credibility than plain advertising. Using influencers eliminates much of the skepticism and cynicism that results from straightforward advertising.
This brand of marketing is unique because it appeals to the needs of the influencers rather than those of the customer. Influencers must be given respect by the marketing companies and form open and organic relationships so that they can endorse the product. This could involve giving the influencer access to a product that is soon to be released, or inviting the influencer to visit the company.
The major drawback of influencer marketing is that it is not controllable as is traditional marketing. Influencers who run into legal troubles or fall out of public favor may negatively influence the product. Marketers need to learn to deal with the negative fallout if the influencer misrepresents or rejects the products.
Examples of influencer marketing – redwood creek wine. A social platform called Blaze The Trail was created by the marketer that helped to position the brand as one committed to natural living. The platform features in depth information about wine making.
La cense beef – A website was established by the marketer to educate consumers about the benefits of grass fed beef. It gave information about the movement and sustainable agriculture in general. They also enlisted the help of food bloggers that influence gourmet meat lovers.
Employment of influencer marketing – Small companies may use inexpensive online strategies to connect with influencers. A restaurant can persuade customers to write reviews online. Larger companies develop comprehensive strategies for influencer marketing that stretch across platforms.