Talk about information overload! Nowhere is it more apparent than in the advertising world. Pop-ups on the computer screen, robo calls, back-to-back commercials on television, even flyers in your shopping bags and coupons printed on the backs of sales receipts.
Have you every wondered why marketing seems so “in your face” today?
It’s partly because we have all become immune to most of the pitches. In the days of creative commercials and unique celebrity pitches, it was common that a buying decision could be expected after just four repeated exposures to a product, service or concept. In other words, if the consumer was still interested after four pitches, he or she could be expected to shell out some cash or request additional information.
It didn’t matter if you were selling cereal, Chevys, condos or cosmetic consultations. The marketing efforts were pretty standard, and the statistics proved they worked.
Today, the number of “nudges” it takes to stimulate action has risen to 16! And there’s a lot of competition.
Put another way, it’s four times as hard today to affect consumer behavior in a positive manner.
Reasons vary, but as the sheer volume of promotional messages has multiplied, so has the “tune-out” ratio. Couple that with the realization that consumers are both more wary about claims and more discerning about products and services, and it’s not hard to see why traditional efforts fall short of the goal.
Collaborative, attention-grabbing, socially acceptable and highly effective, the “new kid on the block” is termed Influencer Marketing. It’s a type of “person-to-person” messaging in the crowded space of social media and advertising.
Influencers can be “trusted.”
Just as most people are likely to seek the advice of family, friends and co-workers about a new doctor or a great restaurant, this kind of marketing gets the message out through a “friend” or trusted authority who offers real information rather than hyperbole. An influencer doesn’t have to “shout” about value; the message just becomes a part of casual conversation. That’s why it works.
Influencers are masters of social media usage — sharing words, pictures and videos, they will normally have a brand and a substantial following of their own; therefore, their messages have influence. They can stimulate thought, create a desire, and produce action.
Team up with the right influencers and everybody wins. But not all influencers are created equal. The key is to find and collaborate with the right one — or several. Influencer marketing doesn’t even have to be expensive. You can experiment with different designs: a flat fee, a percentage offer, click count or engagement compensation, or even a tradeout of services or products.
There are some pitfalls, including FTC guidelines governing paid promotions and disclosure. But the pros far outweigh the cons. Influencer marketing is certainly the darling of the present marketing scene, and it is destined to be an even greater force in the future.
A number of resources and tools exist to help identify and evaluate various influencers. However, it can be difficult; that’s where a specialized brand marketing agency can be a big help. With the goal of building your brand and meeting long-term business objectives, isn’t this an opportunity you want to grab?