Great influencers have been influencing us and many of the
leaders for a long time, Krishna’s influence in shaping the epic of
Mahabharata, Gandhi’s influence on Mandela or Martin Luther king’s influential speech.
Business world uses influencers in a tad different way. Here
influencers play a great role in building a brand, to thrive it through thick
and thins, or to kill it all together. Influencers are very critically acclaimed
entities for any brand whose words and thoughts are more trusted over anyone.
An influencer can be a celebrity or an endorser, a customer or a consumer, a
marketer or to a publisher, a fan or a follower and the list go on and on. Basically
anyone who has an opinion and has a voice that gets heard can become an
influencer.
Influencer marketing is the process of getting an idea backed by professional and user feedback and recommendations. To put in more apt words of our well known encyclopedia i.e. Wikipedia – “Influencer marketing, (also Influence Marketing) is a form of marketing that has emerged from a variety of recent practices and studies, in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.”
It’s the marketing of new era of social media. Influencer
marketing swept in very swiftly while the world is still getting mesmerized with
the whole social media wonder. It has already started. Brands and their
influencers are using powerful tools of social media giants like Facebook, Twitter, LinkedIn, Pinterest,
Tumblr, Wordpress, Instagram , just to name few. 2014 is going to see a massive war of influencer marketing to cut the
chase of adaptive life cycle of brands.
Today it’s not just about creating a brand or a service
offering but also to build long term association of people. To take it from the
7Ps of marketing it’s a marriage between ‘Product, People, and Promotion’. Our products
or services need approvals and associations of certain dignitaries from the
society and also from the business circle to be considered as commercially and
socially viable. Hence this theory can
be resonated with the 4Ms of influencer marketing
– Make, Manage, Monitor, Measure, as coined by Author Danny Brown in his
book ‘Influence Marketing’.
The Process:
·
Make or set the influencer position i.e.
at which stage the influencer is needed. Match the influencer with the product
life cycle and pre/post purchase stages.
·
Manage the influencer voice by
making it more viable for the stage of PLC you are targeting.
Words, emotions, language, tone, vigor etc.
can be altered and put forward to create mix of any kind connect with the
market, be it positive for us or negating anyone else.
·
Monitoring the influencer marketing campaign
is the most important and the most interesting part. This is where you can
touch a niche, this where you create loyalty or for that matter distress.
Monitoring which focused group which is actively responsive to your influencer
can give you a lead to create secondary and tertiary level influencers. These groups
can be motivated from time to time by certain recognition so as to be compelling
enough for them to start influencing other and taking ownership/belongingness
for the idea. This is where we cover a greater media.
·
Lastly Measure, measuring a campaign is
always very challenging. Thanks to our beloved online marketing possibilities
things are little bit easier. Measuring Influencer marketing is very crucial in
terms of answering few questions: how effective was the whole campaign? How effective
was the reach of our influencer? Overall response for the product or services? Over
visits to your online pages, blogs and
handles? Overall effect brand equity? Competitor responsiveness etc.
Influencer marketing is the new ‘Indirect
marketing’ revolution , where we have come a long way through touch and feel
and physical evidences for our purchase decisions, we are now being compelled
to Think More, to Analyze More , to Compare more, to Follow more…
It’s definitely a boom for
marketers but for a consumer the question lies – are we Smart yet?? are we Influenced
yet??
No comments:
Post a Comment