As marketing continues to shift from brand-centric to consumer-centric, the importance of "influencer marketing" grows. Marketing to influencers -- individuals who can influence the opinions and buying patterns of others -- is relatively new, but it is likely to become increasingly important this year.
Misha Talavera, co-founder of technology and data analytics firm NeoReach writes for Social Times that influencer marketing "is the next big thing...
"For the visionary marketer, the rise of the social media influencer creates a world of possibilities. It opens up a new channel for brands to connect with consumers more directly, more organically, and at scale. By creating branded content with social media influencers, brands can amplify their message while seducing their target audience."
In his article, Misha offers ten reasons for the rise of influencer marketing, including the fact that it is powerful, social, native advertising, and targetable.
Tony Longo, co-founder of technology platform Ground Signal agrees in a recent post for Adotas. He writes, "A positive brand experience for an influencer is not only shared with friends, but with thousands of followers with the same interests. When brands can reach out to influencers in real-time, on location, with a discount or a simple 'thank you,' they are not only cultivating loyalty with that specific influencer, but they have the opportunity to build interest and acquire new customers from the influencer’s follower base."
Keep your eye on ways you can put influencer marketing to work in 2016.