As we work on our group project, we have to always be conscious
of the budget available to us. We are working on coming up with digital
marketing strategy for a fairly new start up with very little budget, which
means we have to be very judicious about where an how we spend the money and always
look for ways to get the most out of each dollar we spend. A good marketing
strategy that is relatively inexpensive is to leverage influencer's. After
jogging my memory to recollect the lessons professor Kagan taught us on
influencer marketing, I started doing more research on it.
Why does influencer marketing work? It works because we
humans love a good secret; it is wired in our DNA. Which is why “Hey, have you
heard about this?” gets our attention and we eagerly bend forward and listen,
hoping to learn something juicy. We trust our friends in a way we don’t trust
companies. Less than 30% of audience is influenced by traditional advertising, but
when a buddy talks, 90%of us take their words at face value.
Social media influencers tend to have loyal and impressively
large followers and connections. When they speak, those followers hear their
words like you and I would hear the words of a trusted colleague. What happens
when influencers bring brands into their active dialogues? Suddenly, the brand
has tangibility and recognition, and that translates into economic
possibilities you can take to the bank.
Rapid growth of social media has removed the middleman and
media is no longer controlled by few companies. Every day, content is being
commoditized by individuals who are content creators themselves. The appeal of
influencer marketing is the built-in audience and the short time it takes to
get the word out
Anybody looking for better ROI? The cost of a 30-second
television ad is around $400,000. By comparison, influencer marketing campaigns
cost a fraction of the cost for a TV ad.
While influencers may be working for your brand their
audiences see them as authentic, fresh, real and passionate. Create a genuine
relationship with an influencer, and anything the influencer says or does on
behalf of your brand will come off as genuine
Cheap, passionate, genuine message, quick turnaround, direct
access to built-in audience – need I say more about the power of influencer marketing!
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