Marketing has always targeted the consumer, and of the many ways to reach a potential customer, the influence is surely the most surprising and the most unexpected. Why such a strategic vagueness which leads to making influence a discipline considered in many respects as the fruit of complex strategies put together by teams of experts with great manipulative theories. But when we talk about influence in marketing, what do we really mean?
Influence Marketing, Discover To Buy
You might as well start by decomplexing the question of influence. Marketing uses many levers: the influence of a brand to organize the promotion of products and services is simply a marketing tool like any other. It nurtures and cultivates itself to increase the reach and exposure in digital media (social networks, blogs, videos, etc.).
In reality, influence and marketing have two very similar definitions, the first aims to arouse interest in a brand or a product, the second seeks to create a need. Influencer marketing would tend to use the media to develop interest in a product for commercial purposes … Nothing very complicated in the definition.
It is in the face of the erosion of the mass media and disillusionment with commercial discourse that influence has become a means of communicating and exchanging more easily with its target. If influence has always existed in marketing, it returns to the fore with Marketing 3.0, a much less intrusive inbound marketing free of commercial pressure.
Influencers at the heart of brand strategies
In a hyper-media world, the influencer has become the rare pearl sought by brands. But why ? The blogger, the influencer is the new multi-media individual (facebook, youtube, twitter, tumblr, blog, etc.), he addresses a community that is very committed and attracted by his editorial line. In short, many interactions and an influential person in his environment. In terms of targeting, an influencer is often very interesting, some are specialized in cooking, fashion, marketing, technology … So many ultra-targeted audiences who remain loyal to the information provided by a blog.
Divide to better “market”
Inspired by the absolutist regime, the famous quote “divide and conquer” combines with influencer marketing. The influencer is a true vassal of the web, this little nobleman representing his followers exercises a form of power to influence them. It also offers the possibility of targeting its audience much better than a brand would succeed. The brands are then, like a king, forced to divide to better reign over the audience. Their message is thus adapted to each particular audience and each influencer: the important thing is to disseminate the information that a brand wants through relayers that are bloggers: creators of trends, ideas and desires that motivate interest and sometimes purchase.
Addressing influencers, a new marketing issue
Influencer marketing is undoubtedly an innovative and interesting method to develop knowledge of the product by its target market, all the more if this market is very complex to address.
Influencers are then the information relays and especially the media on which to count. But behind this vague term “influencer” hides an army of individuals behind their keyboards. Management and influencer contact is becoming a real brand issue: how to achieve direct and committed contact with many influencers? The answer undoubtedly hides on the side of Automated Marketing solutions to follow bloggers with the largest audiences.
Influencer management tools like Oracle Social Cloud are used to identify influencers and their dynamics around a brand, a product or uses. The tool allows you to track and maintain contact with influencers. Reporting makes it easy to judge social interactions, the scope they generate by promoting a branded product; similarly it is possible to track leads generated from a blog article or a social sharing for example. for example, B2B is no exception to this phenomenon and to take stock of these upheavals, I recommend this white paper to understand how to implement a strategy of influence and content marketing in B2B.