The Power of Influencer Marketing
The influencer marketing landscape is constantly evolving. As PR and marketing professionals, staying ahead of trends and finding new ways to measure campaign success is essential. This article provides insights and suggestions for working with influencers effectively across brands.
Influencer marketing differs from traditional digital advertising as it functions as opt-in marketing. Consumers follow influencers to see their content, including brand partnerships. Influencers offer authentic and relevant content, increasingly covering the full marketing funnel and driving conversions. They convey brand messages authentically as trusted endorsers, creating engaging brand experiences.
INFLUENCER MARKETING HAS EVOLVED AND PROFESSIONALIZED
Bloggers were the original influencers in the early 2000s, and product seeding was the preferred method for brand promotion. By 2020, bloggers had evolved into influencers, brand ambassadors, and content creators, becoming a permanent fixture in marketing strategies. Today, influencers are seen as brands, transforming the retail landscape and customer journey.
Long-term influencer relationships are recommended for authentic collaborations that impact consumers. However, short-term activations remain viable but yield fewer rewards compared to long-term partnerships.
WHEN TO INCLUDE INFLUENCERS IN THE MARKETING MIX
Influencer marketing can supplement or replace traditional marketing strategies. Consider including influencers if they align with your campaign parameters.
Reasons to Add Influencers:
- Reach niche or mass audiences
- Have content that resonates on social media (and is locally relevant)
- Create buzz & engagement online
- Drive online traffic & conversion
- Increase positive sentiment & brand love
If you want to know more about this topic stay tuned for upcoming articles!
