When we first launched the influencer marketplace as a part of
What’s the Difference Between Word-of-Mouth Marketing and Influencer Marketing?
word-of-mouth marketing is the actual avenue by which this communication takes place. So,
Whereas influencer marketing is the
concept of engaging key individuals to leverage their influence among friends and family,
almost all influencer marketing includes word-of-mouth marketing activities by its nature,
there’s a real difference between the two disciplines.
but not all word-of-mouth marketing is driven by influencer campaigns.
Although some people use word-of-mouth marketing and influencer marketing interchangeably,
Is Advocate Marketing the Same as Influencer Marketing?
The sharing might happen by way of product reviews and customer references.
The best way to understand the difference is that advocate marketing focuses on encouraging or
incentivizing already-loyal customers to share their love of your brand or product.
Advocate marketing isn’t influencer marketing, either.Identify key brand or product influencers, either manually or through a platform like TapInfluence
Create a marketing campaign directed at those influencers
Create a secondary marketing campaign for the influencers to drive greater awareness to a larger set of target consumers
Track key metrics relating to reaching, sales and brand awareness
either with money or free products. Advocate marketing focuses less on payment,
With influencer marketing, you’re more focused more on driving brand loyalty, which in turn multiplies the number of vocal advocates.
finding influencers not necessarily current customers to spread your message.
Identify key brand or product influencers, either manually or through a platform like TapInfluence
Create a marketing campaign directed at those influencers
Create a secondary marketing campaign for the influencers to drive greater awareness to a larger set of target consumers
Track key metrics relating to reaching, sales and brand awareness
Another distinguishing factor between influencer marketing and advocate marketing is that influencers are almost always paid in some way,
What are the Key Components of Influencer Marketing?
running influencer campaigns, click below to schedule a demo of the TapInfluence platform today.
Setting the Record Straight on Influencer Marketing
influencer marketing is your beacon to cut through the growing online noise. We’re using this as an opportunity to clearly define influencer marketing,
and outline why you should not only ignore the detractors but seriously consider how you could integrate influencers into your marketing efforts.
A number of recent articles have painted influencer marketing in an unflattering light.
There are three primary types of influencer marketing: celebrity, advocate
While I obviously disagree, I’m not at all surprised as every trend that becomes mainstream surfaces detractors people fighting back because
they either don’t understand the “why” behind the trend or are somehow on the outside looking in.
and influence. Each is a unique practice which serves a different purpose,
from generating awareness to building the community to engaging new audiences.
Let’s dig into each of the practices in detail and provide clarity around when and where to use each variation
Our goal here is to inform you and provide real details—not platitudes—around why influencer marketing matters.
Social as a meaningful communications channel is real and new millennial buying patterns are inescapable,
Celebrity
here is an aspirational nature to it, to be like the person you admire in some small way,
drinking the soda they drink or wearing the watch they wear.
It was the earliest form of influencer marketing and until about 10 years ago,
was the only form that had achieved mass reach. Why does it work? Because, from sports legends to Hollywood stars,
people enjoy feeling a connection to their heroes.
Celebrity endorsement has been around for more than 100 years.
Blake Griffin was spotted driving Mercedes-Benz rather than the Kia he’s paid handsomely to endorse.
The belief that these people actually use all of the products they are paid to endorse was suspended long ago.
Whereas Michael Jordan is loyal to Nike
It’s this new class of celebrity that the recent diatribes are referring to when they say influencer marketing doesn’t work
The examples cited are simply a newer form of celebrity endorsement.
Anytime-anywhere connectivity powered by social media and on-screen availability—has changed the celebrity dynamic.
Millennials and iGeners now relate more to social media personalities.
The challenge isn’t that it doesn’t work; it’s that neither side is equipped to successfully navigate this new territory.
The approach of one-off promotions, which it seems many brands have tried based on the coverage we’ve been reading, is a recipe for failure. However,
building awareness with celebrity endorsement,
while not inexpensive, can be incredibly successful when baked into an integrated marketing campaign with clearly defined goals.
social celebrity endorsements can be very difficult to justify to the c-suite.
Many of the influencers are teenagers and have built their fan bases by simply being themselves. Most often,
they don’t yet have professional experience or an understanding of the business world.
Marketers are unable to apply their traditional methodologies to a channel that is still being developed.
Without a deliberate, tactical approach based on strict program parameters,
Advocate
In the few years, advocate marketing software solutions have emerged,
along with the Word of Mouth Marketing Association and advocate marketing agencies who can support
you in finding and activating your company’s advocates.
Advocates are a small but powerful community for brands to tap into;
their enthusiasm for your brand can amplify your marketing initiatives with a genuine tone you can’t produce on your own.
Advocates are typically employees, customers, partners,
or other invested stakeholders who are happy to publicly recommend your company.
A key delineating factor of advocates is that they are known to you; they have interacted with you and are familiar with your products and services.
Additionally, they are not always paid to advocate on your behalf.
They will do this because they believe in your products and services and you engage with them on a consistent basis.
They know their feedback is heard and acted on which provides them with a feeling of ownership and trust in your business.
Influencer
Social media’s evolution took their efforts to a new level.
It opened the door to these established bloggers to share their content in new ways with new audiences.
It also provided new influencers a platform in which to showcase their ideas and creativity. Influencer marketing was born and peer to peer
communications quickly became the preferred method of researching and learning during the buyer’s journey.
While the channel is called influencer marketing,
actual influencers are the newest, and by far the largest, group in the mix.
They simply didn’t exist before anytime-anywhere connectivity, because there was no platform for them to share their ideas and creativity.
Influencers began as bloggers, regular people sharing what they know and love. They are real,
authentic, and relatable. People started reading their posts because they were “like me” This type of influence is not about aspiration, it’s about identification. It doesn’t matter whether or not you know the person,
they have experienced what you are experiencing and shared their insights so that others may learn from where they’ve gone before.
In reality, influencers represent the overwhelming majority of the influencer marketing channel.
For context, social celebrity primarily focuses on reach alone and at best makes up 1% of the overall influence universe.
Reach alone is not what makes influencers appealing. What marketers should be concerned with is an influencer’s ability to engage their audience
and motivate them to action. In comparison to advocates, who comprise 5-10% of the influence universe, influencers are not initially known by the company.
They may be a fan of the brand, but their affinity is not necessarily the driving force behind working together.
Another differentiating factor is that influencers are compensated. This is their full-time or part-time job. They are entrepreneurial
creators who have a decidedly professional approach to their work, and are serious about providing authentic, trusted, and valuable content to their audience.
 |
| Add caption |
great dude we the team Iperi Digi launched the influncer marketing service. Which is also very helpful for a lot of small business people we tried to best like you.
ReplyDelete