"Instead of getting in your face with their own message about their greatness [brand marketers] are letting ‘influencers’ — people you trust — tell you why you should pay attention to their products and services through a voice that sounds far more authentic. The influencer is that mutual friend between a brand and their consumers. Brand marketers continue to struggle to gain attention through traditional marketing strategies, but in a digital age, a breakthrough strategy may in fact be associated with a non-traditional tactic: the use of digital influencers."
Wharton cites several important reasons for the effectiveness of digital influencers, including the following:
- "Influencer marketing allows targeted exposure to the right kind of consumer, one who is already interested in a category that you operate in and will likely pay attention."
- "Influencers are the masters of their niches, and have established a high level of trust and two-way communication with their followers. They know how to incorporate a brand’s products and services into content people are watching and they do it very seamlessly, instead of taking away attention from what they really want to watch."
- "The truth is, when a social media personality you follow day in and day out wears something, drinks something, shows you something, you pay attention to it. And the key word here is attention."
Wharton goes on to make some sound recommendations about working with influencers. Read the entire article here:
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