Influencer marketing is a process of marketing products and services to personality or celebrity who have controlling influence over a large populace associated with brands they buy. The market influence typically comes from personality or celebrity’s expertise, popularity, or reputation. Marketing to an audience of influencers is akin to word of mouth marketing, but it doesn’t rely strictly on their recommendations.

Influence can emanate from a wide range of sources such as from a person, group or brand. For instance, celebrities are often used to market products because they are highly reverenced and highly visible. When a celebrity utilizes a product, the maker of that product gets exposure and the deference that emanates from a celebrity endorsement.

Bloggers have become paramount influencers because they are optically discerned as authentic and have allegiant followings. When a blogger recommends a product it appears more trustworthy than traditional advertising.

Influencer marketing is unique in that it appeals to the needs of the influencer rather than the customer. Organizations must therefore give influencers reverence that leads to organic relationships for them to endorse products or services. This might include intimating the influencer about new product launch or inviting he/she to visit the organization in person.

The drawback of influencer marketing is that celebrity may encounter licit trouble or fall out of the public light which might negatively impact a product’s chance of prosperity. Marketers must prepare to deal with negative fallout if the an influencer compromised he/her status that would be seen to misrepresent their products.

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