What is “Influencer Marketing”?
It only took Forbes 3500 years after the activity was first employed to discover “Influencer Marketing”… or so you might assume if you read a recent Forbes article published that insinuated the concept is radical, breakthrough and new.
It is such an awkward and silly expression, but curiously adopted by the masses. A range of people, from those who are non-discriminating and tolerant of lay-person interpretations, to opportunists who don’t know any better, have coined the phrase to attract their audiences to consider their opinion.
Those that “know” are aware that “Influencer marketing” is a means of describing promotional communication messages through celebrities and opinion leaders to deliver awareness, create interest, distribute knowledge, inspire liking and preference to coerce the recipient of that information to buy. This is done because it is human nature to follow and to trust those to who you believe you rely upon for that opinion.
A lay-person definition of the expression, “Influencer marketing”, being the means of describing the dynamic between a Group Opinion leader (GOP) and how they work within the context of the Multi-Stage Mass Communication model, has been extensively taught in Marketing courses around the world for the past 50 years.
Infamous snake-oil salespeople, political leaders and political institutions, throughout history, and recent and modern operational marketing communications specialists, have all utilized “Influencer Marketing” to help achieve their goals.
A Digital Expression?
The immature or forgetful among us who perceive the world didn’t exist before the internet and social media, may limit their thinking of Influencer Marketing to highly followed and liked, online, group opinion leaders:
Does it work?
Yes, I think many people, including me, have bowed to some authoritative opinion at some time in our buyer-decision-making lives. 🙂
Having survived the test of time, the tactic, that being using the influencer of a GOP to “bend” their followers’ behaviour, is proven.
How to Embrace, Apply and Implement “Influencer marketing”
I am joining forces with Entrepnr for their upcoming Influencer Marketing Asia virtual summit taking place on February 25-26, 2020.
I’ll be one of an array of their speakers sharing ideas, inspiration, and some tips on influencer marketing in Asia.
There will be in-depth presentations, case studies and extensive discussions from top influencer marketing practitioners, see https://www.influences.asia for more details.
The summit is only a matter of a few weeks away. There are still tickets available, and if you are interested in attending this great event, I have a discount code that will give you a 30% off discount.