In today’s tech-driven, virtually-connected world, a tremendous shift is happening in the way people perceive a brand’s message and make a purchase decision. They are no longer convinced by what a BRAND says about its products; instead, they form their own opinions through information they get from different online and offline platforms. Or by influencers themselves.
Although this consumer behavioral trend is on the rise, this doesn’t mean that traditional means of business growth such as word-of-mouth references, referrals and regular advertising have lost their efficiancy. It’s just that today’s average consumer is able to sift through a tremendous volume of data at a fast rate rather than wait for other available options to decide for a product.
Many entrepreneurs, executives and leaders rely on predictable environments and growing their career, business or organization traditionally. But in a constantly changing environment, it becomes more critical to develop career and business strategies that make sense and seize opportunities in a certain way.
The Rise Of Influencer Marketing
Influencers have evolved into a small, specific, specialized niche of social media users. They have a significant social media presence and a decent follower base that may range from several hundred to several million. From Facebook and Twitter , YouTube, Google+, blogging sites, Instagram, Snapchat and all other social media platforms, influencers are now everywhere, endorsing products, making recommendations and influencing people’s perceptions, behaviors and purchase decisions.
Effective branding is getting people to show an interest in your brand. The more people talk about it, the more engagement it will drive and the stronger it will become.
If you or your brand lack integrity, strength, reputation and credibility, not even the influencer (no matter how strong) will be able to lure the audience to your product. In the worst case, promoting a weak or unstable brand could harm the credibility of the influencer themselves.
On the contrary, if a brand that already maintains a market reputation and influence seeks to connect with a genuine influencer, the effect of their respective influence skyrockets, and the impact on their target audience magnifies exponentially.
It’s about time brands realize that influencer marketing is the writing on the wall. If you still think you can leave it as an option, you are leaving a lot of potential on the table. But for it to be effective, you need to have your own influence as an individual or brand first place.
For more information reharding this, check out Nancy at Behrman.