There are tons of marketing changes to expect this year but new trends aside, it will be a firm favourite that explodes onto the digital marketing scene this year. The role, and power, of the online influencer is no new thing, it’s something that has been simmering for a number of years, and is being brought to the boil as we speak.
Influencer marketing doesn’t have to be pedalled by an orange Z-list celebrity from some terrible reality show. The very same survey mentioned above revealed that 3 out of 10 consumers are more likely to purchase a product or service after it has been recommended by a non-celebrity blogger. Contrary to popular belief, it is these non-celebrity bloggers that have the biggest influence on consumers, with such figures 10 times more likely to influence an in-store purchase than their celebrity counterparts.
Influencer marketing is all set to evolve further considering what a crucial year it was for this marketing technique last year. With huge brands like Amazon launching their own influencer programs, what was once restricted to companies with big marketing budgets can now be embraced by all, with great results.
Influencer ‘relationships’ become just that
For brands with limited budgets, dipping their toe in influencer marketing has been the theme of the past year but instead of one-off promotional campaigns, 2018 is all about influencer relationships. This year you’re more likely to see influencers, brands and audiences with mutual interests come together more cohesively with a longer term approach that is beneficial for all involved. Influencers will get their chance to grow their authority in their respective fields, brands will have their opportunity to grow their market reach and audiences will gain access to the products or services that are perfect for them.
Fake influencers will (hopefully) be ousted
Bots have unfortunately become the norm throughout the social media world, but the problem with bots is more widespread than we first thought. A recent study revealed that of the 330 million active Twitter users, between 9% and 15% are bots, which will make it much more difficult to A) find an influencer with credentials and B) establish trust across your desired target audience. By taking the time to explore your influencer options, examining their influence and following, you can make the impact you intend to.
If your current marketing strategy isn’t working or you want to add influencer marketing to your current campaign, call on our team for help. We can support you, whether you want the whole marketing shebang or an effective side line.
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