Influencer Marketing: Analysis of Two Influencers and Future of Influencer Marketing

This essay discusses the concept of influencer marketing, its effectiveness, and future prospects. It also analyzes two influencers and their product selection. The essay highlights the importance of choosing the right influencer and the areas that influencer marketing covers. The essay also discusses the future of influencer marketing and its potential for businesses. The two influencers analyzed in the essay are Milos Raonic, the brand ambassador of Jaguar, and Asif Ali, the brand ambassador of Puma. The essay concludes that influencer marketing is an effective marketing tactic that can help companies reach a larger audience in a shorter period of time.

Understanding
Customers

Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Knowing customers needs and wants facilitates companies producing products which can meet
their expectation. It is imperative to conduct market analysis in order to assess what really
customers are demanding for and by rendering products and services which can fulfil their
demands (Tanwar, Chaudhry and Srivastava, 2022). There are various marketing tool that helps
companies in making aware about their products and offerings across the world. As technology
is emerging day by day and traditional form of marketing is fading away, it becomes easier for
marketers to engage and communicate with their audience. Most of the companies are using
digital marketing in order to promote their products. Large number of audience are available on
social media and with the help of influencer marketing, they can influence people to opt their
product or services over other brand. This essay depicts on influencer marketing and it will cover
areas influencer marketing. In addition to that, it will cover two influencer and their product
selection analysis and future of influencer.
TASK
Influencer marketing is chosen by various companies in order to make aware about company's
offering and products. It is considered as an effective tool by which company can reach to its
target audience. In order to promote their products, companies send their products and
accessories to blogger and YouTubers so that they can do paid promotion and can post images of
same (Backaler, 2018). It will benefit company in various ways such as it can wider its reach in a
short span of time and can influencer potential customer to opt their product across the world. By
this, marketers can make easily convey message to a larger audience. It is important to opt right
influencer who is associated to same profession or field. For example, a clothing company will
reach to model influencer not to food blogger. There are various areas that influencer marketing
covers such as tourism, sports, clothing, accessories and education. It is not a one time marketing
expenses but needs to be paid at every promotional post or as per their deed. The era of
influencer marketing has began from COVID-19, when it becomes difficult for companies to
reach their target audience. This concept helped many companies in uplifting from the impact of
pandemic. It becomes easy to promote their products with help of influencers who have high fan
following on social media. It is one of the effective tool which can bring lots of customers in a
short span of time (Vrontis and et.al., 2021). There are various social media platforms on which
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influencers are highly active and can promote company's product in return of fee. Influencers
may be referred as company's content producer which generates commercials so as to attract
customers and to boost sales volume of company. By this company can promote their product by
choosing influencer who have greater fan following of same business. It is beneficial for smaller
companies as it becomes difficult to reach larger audience but this concept made it easier to
reach people in short span of time.
The finalist of Wimbledon Milos Raonic is the brand ambassador of jaguar so as to
strengthen brand's going commitment to world sports. This Canadian is well known for serve and
have a great fan following on Instagram. He will be signed as a brand ambassador for his fan
following and can work on special project to support brand's commitment to tennis. This
company supports tennis champions and contributes in offering free training sessions to poor
athletes. This valuable contribution towards athlete made Milos o opt this country. In addition to
that, company also donates funds in charitable trust. Along with profit making, its process of
manufacturing cars is sustainable and takes corrective actions to reduce impact on environment.
A step towards promoting tennis players and to support affected people made Milos to opt this
company. As Milos is currently 7th ranked tennis player and having a grate fan following makes
it easier for jaguar to promote its brand and unique features to audience. Jaguar is entering in
third season car championship at Wimbledon and it will supply over 170 vehicles and make
more than 250000 trips during event. Company have opted sustainability in its products and
makes possible at every step to minimise its negative impact on environment. It serves a fraction
of profit in elevating growth of tennis and to people who are affected due to pandemic and other
natural calamities. Moreover, it is planning to expand its business and to create employment
opportunities so as to promote economic growth of company. Company have a commitment to
operate in various projects of education and talent, well-being and technology. In a report, it has
been analysed that there can be seen an elevation in sales volume of car.
Puma, leading clothing, footwear and accessory brand have signed Asif Ali as brand
ambassador in in their marketing plan. This strategy is opted by marketers of Puma to promote
its brand and make aware about people. Asif Ali have a great fan following on Instagram and to
promote brand globally, company have opted this batsman. Due to his match winning
performances and increased popularity in shorts span of time makes it suitable to opt Ali. He
promotes products on Facebook and Instagram with its experience. This influences customers to
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opt their product. In a report, it has been showed that 22% of Ali's fans started following Puma
on Instagram. This impacts positively on company's profit and leads to economic development.
This company was chosen by Ali as it runs wider variety of social responsibility campaigns
which aims to enhance lives of team and individual that works around them. The products of
puma lies in middle to premium segment which makes it easier to afford for people. It recycles
its products and to minimise green house gases, it opts electric vehicles so as to minimise
negative impact on environment. Puma have a formal animal welfare policy which is aligned
with Five freedoms and implementation. It does not thinks about humans but about animals too
which creates a sense of responsibility towards opting products of Puma. The products of Puma
does not include hair of exotic animals nor their fur or angora. This initiative towards animals is
valuable and makes people influences to opt products of Puma. Company have a wider range of
footwear, clothing and accessories which strengthen company in remaining competitive in
business.
In recent years, influencer marketing have generated a lot of interest in companies and
have impacted positively on profitability of company. Many companies are opting influencer
marketing in their strategic planning. In a statistical report, it has been analysed that number of
Google searches have increased by 1600% in last four years (Leung, Gu and Palmatier, 2022).
There are various opportunities lies in influencer marketing and marketers are trying to opt
influencer who have great fan following which can bring traffic to company's website. The future
of influencer marketing is bright and is all about influencers who are related to business
category. Many businesses have affected due to pandemic and it becomes difficult to engage
with customers and to influence them to opt their products. But emergence of influencer
marketing solved this problem as small business can reach to food bloggers, fashion bloggers so
as to make product popular. They can post images and videos on social media and can make
aware about company's product by sharing experience. Companies can grab various
opportunities by opting influencer marketing (Sharma and Aggarwal, 2022). Before this, social
media such as Instagram and Facebook are used to connect with people and but this have
changed in recent years as it is widely used by companies to promote product by opting right
influencer. In upcoming years, there will be a drastic change in demand of micro -influencer and
it will be highly opted by companies to make product into brand.
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CONCLUSION
From the above project essay, it has been concluded that influencer marketing is a significant
marketing tactic used by many companies to promote their brand to a larger audience in a shorter
period of time. They give products and freebies to social media influencer to use and give
reviews by posting image and video so as to promote product. This will market product in a
shorter period of time as they have huge fan following. Asif Ali and Milos are two influencers
who promotes products of Jaguar and Puma. People have trust on influencers and thus makes it
easier to influence to opt their product. In recent years, there can be seen a high growth in
influencer marketing and in upcoming years, there would be high demand of micro influencers.
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REFERENCES
Books and Journals:
Backaler, J., 2018. What’s Coming: The Future of Influencer Marketing. In Digital
Influence (pp. 187-201). Palgrave Macmillan, Cham.
Brown, D. and Hayes, N., 2017. Influencer marketing. Routledge.
Leung, F.F., Gu, F.F. and Palmatier, R.W., 2022. Online influencer marketing. Journal of the
Academy of Marketing Science, 50(2), pp.226-251.
Sharma, K. and Aggarwal, S. eds., 2022. Digital Marketing Outreach: The Future of Marketing
Practices. Taylor & Francis.
Tanwar, A.S., Chaudhry, H. and Srivastava, M.K., 2022. Trends in Influencer Marketing: A
Review and Bibliometric Analysis. Journal of Interactive Advertising, 22(1), pp.1-27.
Vrontis and et.al., 2021. Social media influencer marketing: A systematic review, integrative
framework and future research agenda. International Journal of Consumer Studies, 45(4),
pp.617-644.
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