The Ways Influence has Changed in the Digital AgeNovember 30, 2016 / byArs Lexis / Categories : First Take
The digital age and the marketing practices that it created has changed the way businesses interact with their audience and loyal customers. One aspect to observe is how influence transformed from the hands of big corporations and their brands to a group of people in a particular niche. Understanding this dynamic of infuencer and audience will allow you to create and implement an effective advertising campaign.
The Power of the Influencer
Net360 and other advertising agencies in Johnson City noted that the younger and more discerning consumer market looks for authenticity when it comes to advertising. Can they relate to the story of the person communicating with them? Do they have the same experiences? Do they have similar thoughts? These are some of the questions you need to seriously think about when you choose a brand ambassador. Simply paying a celebrity to say this and that is not only costly, but may also deliver lackluster results.
Blogging and uploading videos used to be hobbies by people who want to share their insights, experiences and other things about their lives. These have now become influencers in their chosen niches because their readers and viewers relate to them on a personal level. This connection has led to and fostered communities of like-minded people. This is the arena where an influencer has a lot of sway in the decisions of those who follow him or her, whether directly or indirectly.
Influencing Behavior and Buying Decisions
In today’s digital age, influencers can come out of nowhere, from a popular video on YouTube or a blog post that went viral. With published articles or videos, an influencer can affect the decision of a follower to buy a product or service better than a celebrity can. Collaborating with bloggers and social media superstars will provide you with direct access to their followers and even their casual readers.
There is already a shift in perception and use of influence from big brands to real people. Identify who your influencers are in your niche to not only save money, but put a face to your campaign.