How influencer marketing is redefining the digital advertising landscape


Everyone knows an ad when they watch one on their TV channels or now their social media feed. However, we scroll or switch channels when a commercial hits us. It’s mass reach and we can’t avoid the power of it.

But what about branding advertising? Here comes the power of a well-done influencer campaign.

Today, social media influencers are opinion makers, conversation makers, trendsetters – basically a select group of people with a common interest.

Above all, influencers are voices that get ears. These influencers are experts in their niche or subject matter experts or simply good content creators.

Your recommendations serve brands as social proof, as the trust of the target group is placed in them.

Indispensable for brand marketing

Influencer marketing is often part of a larger brand marketing plan that includes social media marketing and content marketing. Although influencer marketing of some form has been around for about half a century, the era of social media led to its crystallization and increase in its value for brands worldwide.

Influencer marketing refers to a form of social media marketing that uses recommendations and product mentions from people with large social media followers to advance the brand’s message and maximize its reach.

Influencer Marketing in a Marketing Plan

The proliferation of social media platforms, changes in customer tastes and preferences, and declining consumer loyalty amid stiff competition have given influencer marketing a boost in recent years.

As more brands step up digital marketing efforts, statistics show that maximizing reach alone may not be enough.

A Google report shows that 56 percent of paid digital ad impressions are missed, while a Sckream report highlights that around 66 percent of customers are overwhelmed by online advertising.

Influencer marketing is new age marketing that overcomes digital advertising fatigue and gives the brand message authenticity. It’s a valuable channel for having ongoing brand conversations on social media platforms by realizing the power of social media presence.

The multiplier benefits of influencer marketing go beyond clicks and engagements to influence tangible business results, including attracting new customers, remarketing, building a league of brand loyalty, and maximizing customer lifetime revenue.

A study by Tapinfluence-Nielsen Catalina Solutions found that influencer content outperforms traditional digital ads by 11 times and outperforms annual ROI by 11 times. According to a Twitter poll, almost 40 percent of people agree to a purchase based on a tweet from an influencer.

Planning and measuring of influencer marketing measures

The scope of influencer marketing is expanding into a discipline of its own. The implementation of an influencer marketing campaign requires a coordinated strategy and planning.

It is important to know your target audience and the message you are trying to get across early on. You have to be clear about the goals of the campaign – be it brand awareness, engaging discussions, app installations or increased sales.

The next step is to identify and shortlist suitable influencers and categorize them according to their preferences and benefits. Marketing platforms, networks, and even a simple Google search are great ways to conduct influencer research.

Just choosing the influencers isn’t enough to get the content right

Content is at the heart of influencer marketing campaigns. But what is good content? Good content immediately hits a nerve with your target group through immersive storytelling.

Influencer marketing campaign content should address questions like “What is your brand story?” “What is the Creator’s unique perspective behind it?”

These experiences, in harmony with the brand message, motivate customers to meet the main goals of the campaign. Optimized content distribution via social media channels such as print and TV advertising, newsletters, etc. also serves as a viable option for expanding the campaign range.

In order to ensure the effectiveness of the influencer marketing campaigns, authentic and engaging content must be used. In the age of cutthroat competition, differentiation and integration of the influencer marketing strategy in the customer funnel are decisive for the competitive advantage.

Another important aspect is pricing. More and more marketers are advocating transparency in pricing strategies in order to increase the credibility of the brand.

With user privacy and copyright infringement concerns growing, it is imperative to research the legal framework and ensure that it is followed.

Role of technology

New technologies such as big data, artificial intelligence, virtual reality, etc. give influencer marketing a new dimension. Today brands have recognized the difference between “just generating likes” and “promoting authentic engagement”.

Data analytics helps marketers gain a deep understanding of the consumer’s personality in real time, which helps optimize campaigns early on. Automation also helps select the most suitable influencers from the lot, classify them according to their attributes, thus enabling marketers to make informed decisions.

Technology is thus a trailblazer for improving operational efficiency and enhancing the customer experience.

Tools are available to measure each influencer profile against various key parameters, and based on that you can choose influencers to measure or campaign for after execution.

Keep it up

As customers become more and more demanding in their decisions and the boundaries between different marketing disciplines blur, precise identification and selection of influencers and premium content are the decisive ingredients for effectiveness.

Sorting these influencers by budget, content, and ROI is growing in importance, while personalization is growing in importance. The rise in the number of social media users, the emphasis on brand marketing as a result of influencing business results, and efforts to stand out from the clutter suggest that influencer marketing will persist.

(Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of YourStory.)

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