During the good ole days, newspapers, pamphlets, and television ads were the most used marketing channels. To some extent, they still are!
Reflecting back, could you list some of the ads you remember still? And, why?
We tend to remember (ads promoting) things which,
- We could related to ourselves
- Had a brilliant concept
- Had a familiar face in it
Whether you think about your childhood or think about children now, you would notice how we are lured in to buying things, even if we don’t need it, just because it was promoted using a person or character we followed. Spiderman, Movie actors, cartoon characters (Doremon, Peppa Pig) – ring a bell?!
But, did you really think
- Pierce Brosnan would eat betel nut just because he was in the ad?
- Kareena would use lux soap?
- Chota Bheem/Peppa Pig actually went to school with all that bag and pencil box?
It’s because they are known and have a following, these people or characters are used to promote products; which would make people to believe
- The product is used by the person, perhaps
- The product is endorsed/backed by a known person and hence safe to use
- The product is better than other similar ones, since it is being promoted by a well-known person
The Influencing Act!
These well-known people (influencers) are there to influence your decision, make you believe which you otherwise wouldn’t, and are able to reach to mass or fans – instantly; thereby making a larger impact than those marketing agencies would make, following other practices.
In this era, people have so many social media channels on which they are active, and connect with their fans and followers.
Each of these followers further have a circle of people connected to them, so on and so forth. Virtually, you are connected to millions of people around the globe.
Theoretically, the chances of getting a response or someone buying/trying a product which you promote, are more.
Modern marketers are tapping on this trend!
The cost of engaging a creative ad agency, getting people to perform in it, getting the prime TV slots, and so many other associated costs are reduced. Not to mention the time and effort in getting the ad to market.
Now think, I’ve a million followers on three different social channels. If I say or promote anything on it, it will reach countless people within a few seconds – thanks to the internet!
Even if a percentage of those followers buy the product eventually, it’s a huge profit for the company; considering the amount they would spend on getting me to promote it online.
And this, my friends, is nothing but Influencer Marketing!
“Influencer marketing (also influence marketing) is a form of marketing in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole.” – Wiki
“Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay influencers to get out the word for you.” – Tapinfluence.com
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