The next big thing: Influencer Marketing

The next big thing: Influencer Marketing


Pooja Yadav

Pooja Yadav

351 week ago — 5 min read

In recent years, traditional modes of marketing have seen a decline in efficacy. New, innovative techniques are now being employed to put forward a brand and create customer loyalty in the digital age. Content is a key way in which brands communicate their quality and try and attract customers. However, now, with the internet, it is found that their is a surfeit of content of all sorts which makes any marketing campaign seem like a needle in a haystack. Spending money on conventional ways of advertising is also proving fruitless in attracting new customers to the fold and convincing existing users to stay loyal to the brand. The chances of a brand standing out are next to impossible and in a quest to get visibility for their content marketers are embarking on 'influencer marketing' campaigns. Indeed, influencer marketing is the next big thing in marketing. As per Forbes, 84% of marketers have planned to execute influencer marketing in the current year, 2017. This newly proclaimed Holy Grail of marketing will help you in establishing your brand as a leader. 


Know it what it is

Marketing that begins with finding popular people to advocate your brand to wield an influence on your audience is termed as influencer marketing. It is the most trustworthy way to build a loyal audience for your brand. The messaging hits the right set of an interested audience through an influencer.  People might think, rethink or even not think at all about an advertisement that is shown to them.  But they will always trust people who they look up to. An impactful voice with authority makes a mark that is certainly huge. It is simply an unmissable asset that you can ensure for your brand. 


It has got something in it

Influencer marketing is taking off. If you know already about it, you might have encountered both sorts of opinions about it, good and bad.The fact is that in the age of social media, on various social media platforms, the drab thing also dazzles when its said by an influencer.  Then, think what level of push one piece of legit and sensible content can get with a catalyst like an influencer. 


Exactly this 

Brand conversations drive immense audience attention, audience engagement and audience loyalty (to your pleasant surprise) as they receive an assurance from people who they follow as fans.

How real is this scenario?

Have a look at what data say about the power of influencer marketing:

  • Influencer marketing is the fastest growing and most cost-effective channel. (Source-Tomoson)
  • Ninety-two percent of consumers turn to people they know for referrals above any other source. (Source-Tapfluence and Influitive) 
  • Customers acquired through word-of-mouth have a 37 percent higher retention rate. (Source-Deloitte) 
  • Businesses make $6.50 for every dollar invested in influencer marketing.(Source-Tomoson) 
  • Word of mouth generates two times the sales of paid advertising. (Source-McKinsey)


Things to be conscious about

1. Have right people on board as your brand’s influencer

Umpteen number of times brands have suffered for being associated with the wrong influencers. Not to forget the Snapdeal example that went through a tough phase recently when Aamir Khan stated something that clashed with brand’s ideals.  

2. Ensure a real connection between the brand & the influencer

Maintain extra caution while choosing the person; it should match the personality of your brand, with no exceptions. Think of the strong coherence between the personality traits of Ranveer Singh and the Suzuki’s Ciaz.  Both share an undeniable relatability of grounded yet aspiration roots. After all, people are quick to judge if the person resonates with the brand.

3. Send a genuine messaging from the influencer on behalf of the brand

When the messaging is from the heart of the brand, it gets to the heart of your audience. And when it comes from the heart of the influencer, it rests and reigns on the psyche of the people for long. Amitabh Bachchan influenced millions of hearts with his Navratna Oil Advertising.  Why? The messaging just struck the right chords with the right people through the right person.


Like it or not, influencer marketing is the next generation marketing goal.


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Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views, official policy or position of GlobalLinker.

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