Blog
Post 6
In
an ever changing world where brands are in search for awareness and new
distribution channels such as social media are taking over, influencers have
become major players captivating audiences via real life situations and making
extraordinary product placements that have consolidated brands via successful
communication. Influencers have a well defined lifestyle and content that
captures a defined audience that may be a target for a company. Via a regular
picture, the influencer positions a product in front of an audience and creates
awareness for a specific brand.
Companies
such as Instagram have become pioneers and market dominants in the digital
marketing industry and have developed tools such as filters, boomerang and
superzoom that allow influencers to better position a brand or a situation
through the lens of a smartphone camera. According to Josh Constine
(@joshconstine), Instagram is preparing to launch a Portrait feature that will
allow people to take stylish portraits from their smartphones. For those users
that have not upgraded to newer versions of phones where the portrait feature
is include in the camera, this upgrade into Instagram allows plenty of ways to
make an image stylish, especially considering the increasingly higher numbers
of people uploading pictures and stories into their feeds.
In
addition, if the application allows users to take better pictures and edit
these from their phone, it will allow better usage of color for brands to take
advantage of strategic influencers and take advantage of their position to
enhance a product placement. I personally believe that these new channels will
eventually take over more traditional ones, especially in the millennials space,
and for certain products that are more appealing for this specific group of
people. Companies will potentially save large amounts of money destined to
traditional audiovisual campaigns aired on TV, radio and printed magazines, and
will shift to digital marketing via new channels such as Instagram, Facebook,
YouTube and Snapchat. However, while these applications tend to try to survive
in a hostile environment, companies have already begun developing the “next big
thing” via audio; Alexa. The question is; will audio be able to take market
share out of a fascinating print, picture or experience?
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