This has happened with us too many times; we notice a cool product that our friend has, the friend raves about that product is and the very next day we order the same product for ourselves. This is what is called as word-of-mouth marketing, which is perhaps the most valuable way of communicating product value as the testimony comes from a source that we trust.
Digital Marketing leverages this “trusted” source to market various products through what is commonly known as influencer marketing. Influencer marketing is growing trend in the marketing landscape. Here is a look at what is influencer marketing.
What is influencer marketing?
Influencer marketing utilizes individuals who can sway a large group of people. In most cases, the influencers are social media stars that have a large following on YouTube, Facebook, Twitter, Instagram and other social media platforms. And not just social media stars, even bloggers that are considered experts in their specific areas can be influencer. A good word about a particular product from these people can propel the product into limelight, boosting sales.
Isn’t it the same as word-of-mouth marketing?!
Influencer marketing isn’t the same as word-of-mouth publicity as the social media stars or the bloggers aren’t having a conversation with someone. Instead, word-of-mouth is a technique that can be used by the influencer, for example a twitter exchange between influencer and a follower. Also, a successful influencer marketing campaign generates good word-of-mouth.
How is it being done?
While video remains the most preferred medium for influencer marketing, there are other techniques to for disseminating information to the followers or the readers. These include, blog posts, links to the products, images on social network like Instagram or Pinterest or podcasts. Most influencers specialize in a product or topic area. For example, an influencer might be known the followers as an authority on cosmetics or electronics.
Sharing your enthusiasm even though it might be purchased is Martech’s most potent asset. With individuals that have large number of followers and readers becoming regular players in the marketing arena, it is highly likely that the machine intelligence will increasingly allow marketers to harness the lesser-known social participants.