Influencer marketing is like an offshoot of the old-fashioned marketing, using actors. The difference between the two is you obviously know that this famous (and hopefully, likable) actor is peddling a product. Influencer marketing is a little more subtle and picks up on the “everyday Joe” vibe to draw in consumers.
The number one strategy is to influence the audience. This is done by finding people who can really communicate with others. For example, a millennial will be the best candidate for attracting millennial consumers. While this would be true in all aspects of advertising, it is especially true in social media. A 20-year-old watching a 20 year old drink a beverage from Starbucks… and having a crazy-fun time doing it is more likely to attract millennials than a 20 year old watching a classic commercial with John Travolta talking about how wonderful a mocha frape is while he is kicked back on his yacht. Influencer marketing is relaxed. Its subtle. Its believable.
Influencers role in marketing is to attract consumers who enjoy the same activities or products that they enjoy. A celebrity endorsement is effective to a point but consumers KNOW this actor is getting paid to say and do what they’re saying and doing. Consumers are skeptical of actor advertisements. An influencer in marketing and social media is like having a friend or coworker say they like a product or service rather than recommend a product or service.
Negatively, companies can have issues with influencers in marketing because there is a lack of control over how their product will be viewed. An actor follows a script, promotes the product, and gets paid. An influencer gets paid for randomly, spontaneously sharing a product… usually off the cuff. Companies look for the best possible influencer with the right audience to market their products. For example, if a person has a beauty vlog, a company with a new cosmetic line will look to that vlogger rather than a comedian eating cookies on Youtube. Influencers can create content easily, share with their viewers, while those viewers share with their friends so the range of “influence” can be really astounding. Influencers create loyal relationships with some of their followers so when someone views a product being used by their favorite vlogger, they tend to believe the product is actually good. There is a lot of trust between influencers and consumers and this is probably the biggest reason that more than 75% of marketers are working with influencers in advertising.
Influencer Marketing | What is Influencer Marketing? (n.d.). Retrieved from http://www.marketing-schools.org/types-of-marketing/influencer-marketing.html
Tampa International Airport takes pride in making customers feel that each experience is a personal experience. In this instance, one of their employees took it upon themselves to create a personal experience with a “tiger” that a young boy had left behind.
The operations manager carted the tiger doll around the airport and created a scenario to show the doll having an adventure. He photographed the doll with various employees and in different situations. The strategy of TIA was to create a feeling of customer care and personal touch. The photographs and adventures became a personalized book of the tiger doll’s escapade. At the return of the doll, the boy also received the book as a memento.
The story was posted on Facebook and Twitter and soon, the photographs and descriptions of the adventures became a viral hit. The sharing of the story also prompted others who frequent TIA to share their own personal stories with the business.
The digital media followers were invited to interact with the story posts and descriptions and were also replied to in a friendly, family-style way. The story spread onto various world-wide news organizations including Good Morning America, CNN and channels in Germany, France and other European countries.
Efficient experience might have left out some of the personal feelings in returning the boy’s doll. Social media could have been use somewhat like a “lost dog” type of advertisement but that would have made the experience less personal. The “tiger” would not have had the adventure and an opportunity for a “feel good” story would have been missed.
TIA has it’s own website. It also has a Facebook, Twitter, Instagram and YouTube page. The Facebook page has over 85,000 LIKES. The page is not only visually appealing, but also engaging. They have had various contests to encourage personal experiences with loyal and perspective customers and this has been relatively effective. The page is very responsive to inquiries and personally answers questions. In addition, their Facebook page takes every opportunity to showcase improvements in the airport such as work stations and new restaurants to better serve their customers’ needs.
Homepage | Tampa International Airport. (n.d.). Retrieved from http://www.tampaairport.com/
Tale of tiger’s big adventure highlights airport’s commitment to customer service – The Shorty Awards. (n.d.). Retrieved from http://shortyawards.com/8th/boy-leaves-stuffed-tiger-at-tpa-returns-to-a-tale-of-tigers-big-adventure-see-more-at-httpww
A day in my life using digital media.
- What sites and/or applications do you visit most often? Describe the sites and applications that you identify.
I tend to visit Facebook, Pinterest, MSN and SHNU most often during my day. Secondary sites that I may or may not visit include Wish, Twitter, YouTube and gardening sites… and occasionally I do play games. After checking my email, I would have to admit that Facebook is the next site that I visit. I find that I need my social media fix pretty frequently. I think that it is very interesting how Facebook has been able to cater to my assumed “needs”. Since it is a fallible operation, things I’m to view are sometimes very repetitive. Social media is also very powerful and can also affect how I view advertisements and marketing in general.
- Do you have positive or negative reactions when using certain types of digital media?
I normally have positive reactions when using digital media. I think that the quality of the site will determine the experience or reaction I have to a specific site. If the videos are lagging or the content is boring, I will move on fairly quickly. Any negative reactions will most likely be caused by poor connectivity. Although, lately I’ve found the intrusion of “commercials” during Youtube or Facebook videos to be very annoying and I will generally skip through if possible.
- Do you find that your needs are satisfied using one type of digital media over another?
I enjoy visual media more than just written words. For example, I can read an article on how to create a lasagna garden from scratch but I find that an article with photos or a video to be much more informative and interesting.
- Do you receive emails from companies? If so, what types of email catch your attention? What do you look for?
I do receive occasional emails from companies. Most of the time, the emails pertain to gardening or garden / farm supplies although I also receive emails from companies that are cooking or food based. I am attracted to emails with enticing wording. For example, an email can hold many different components such as planting seeds, best tractor for the job and heirloom tomatoes. The word, “heirloom” will grab my attention right away because it is one of my interests.
- What do you notice about the use of digital media in marketing today? Explain.
Things that used to seem free… YouTube or Facebook videos are being broken up by “commercials” more frequently. I’ve gotten used to seeing a “commercial” in the beginning of a video but interrupting a video with “commercials” seems rude and annoying.
Also, digital media is so much more viral than it ever was. I am friends with a very diverse group of people on Facebook but it seems like the viral videos are the only things being viewed. Days upon days of a viral videos. A little overboard…. in my opinion.
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