Social Media Influencers Marketing Impact
Social media influencers are rapidly becoming an integral part of today's marketing landscape. Companies are increasingly utilizing these social media influencers in lieu of traditional advertising. This type of marketing is simple and straightforward, but is extremely effective in reaching a massive audience. Companies are utilizing these social media influencers to specifically target the millennial market segment, since these influencers speak "the language" of millennials. The time constraints on posts of social media platforms such as Snapchat, forces these influencers to create a cohesive and straightforward marketing message. In my opinion, this form of marketing seems more authentic and natural than traditional marketing strategies, because consumers are seeing these products being used in everyday life by the people they follow and relate to.
This type of marketing resembles a product placement strategy. Influencers are paid by companies to show off the brand in their social media videos and posts. Another strategy that this type of marketing utilizes are celebrity endorsers. For example, Kim Kardashian-West is compensated by clothing brands for posting pictures of herself wearing their clothes on her social media platforms (Whitaker, 2016). Another strategy that is implemented in this type of marketing, is word of mouth marketing. Consumers are informed of the products by influencers, which generally causes the consumer to decide to purchase the brand. Word of mouth marketing may be the most effective marketing method because usually the consumer will put more stock into what another consumer has to say about the product, versus what the company has to say about their own product.
These influencers play a major role in today's marketing landscape. Companies can utilize these social media influencers to directly market to the millennial market segment, which is the most coveted demographic for nearly every brand nowadays. Social media influencers play the role of brand ambassadors for many products. These brands rely on these influencers to market their products in a natural and genuine way to help attract millennial consumers to purchase their products. Social media influencers are rapidly becoming more valuable to a company's marketing campaign than traditional television advertising. Social media influencers assist marketers pare down their marketing message to best make the message resonate with the millennial consumer, whose attention span is short.
Marketing perspective defines how a company creates a relationship with the consumer. Social media influencers assist brands create stronger relationships with consumers. Instead of companies attempting to create mass marketing messages, social media influencers market these company's products for them. This form of marketing is effective because the consumer trusts the social media influencer's marketing message more than a generic marketing message from a company.
Sources
Whitaker, B. (2016, December 14). The Influencers. Retrieved December 05, 2017, from https://www.cbsnews.com/
This type of marketing resembles a product placement strategy. Influencers are paid by companies to show off the brand in their social media videos and posts. Another strategy that this type of marketing utilizes are celebrity endorsers. For example, Kim Kardashian-West is compensated by clothing brands for posting pictures of herself wearing their clothes on her social media platforms (Whitaker, 2016). Another strategy that is implemented in this type of marketing, is word of mouth marketing. Consumers are informed of the products by influencers, which generally causes the consumer to decide to purchase the brand. Word of mouth marketing may be the most effective marketing method because usually the consumer will put more stock into what another consumer has to say about the product, versus what the company has to say about their own product.
These influencers play a major role in today's marketing landscape. Companies can utilize these social media influencers to directly market to the millennial market segment, which is the most coveted demographic for nearly every brand nowadays. Social media influencers play the role of brand ambassadors for many products. These brands rely on these influencers to market their products in a natural and genuine way to help attract millennial consumers to purchase their products. Social media influencers are rapidly becoming more valuable to a company's marketing campaign than traditional television advertising. Social media influencers assist marketers pare down their marketing message to best make the message resonate with the millennial consumer, whose attention span is short.
Marketing perspective defines how a company creates a relationship with the consumer. Social media influencers assist brands create stronger relationships with consumers. Instead of companies attempting to create mass marketing messages, social media influencers market these company's products for them. This form of marketing is effective because the consumer trusts the social media influencer's marketing message more than a generic marketing message from a company.
Sources
Whitaker, B. (2016, December 14). The Influencers. Retrieved December 05, 2017, from https://www.cbsnews.com/
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