MK9701 The Digital Customer Journey
Added on 2021-05-20
14 Pages4103 Words76 Views
Northumbria UniversityMK9701 The Digital Customer Journey: Data, Profiling and CRMInfluencer MarketingStudent: Lukas DolinskisStudent number: 18035289Words: 21451
Contents1.Introduction........................................................................................................................32.Influencers impact on the brand........................................................................................33.Influencer marketing trends...............................................................................................43.1.Influencers on Instagram and Youtube platforms......................................................43.2.The rising star: TikTok..................................................................................................53.3.Authenticity.................................................................................................................64.Conclusion...........................................................................................................................85.References..........................................................................................................................92
1.IntroductionMarketing has many different and effective strategies which can be used. However, inresearch from Jones (2017), one of the most effective digital marketing strategies is socialmedia marketing. One of the most significant parts of social media marketing is influencersand the content they create. Different famous people influence in businesses achievementsalways been very important; according to a timeline, the digital era of influencers startedwith Instagram in 2010 (Brooks, 2019). Just before the Instagram era, these influencers havebeen called bloggers, in 2013 Youtube blog star Huda Katten launched her beauty line HudaBeauty and became one of the most successful bloggers on Youtube channel. In 2015, Vampmarketing agency co-founded a way of how to connect brands and content creators; ingeneral, this moment is the official birth of influencer marketing (Brooks, 2019). Influencers are one of the most potent business runners and mostly are faces ofcampaigns. Depending on the market and industry, businesses can interact with influencersin many different ways. The relationship between the company and influencer can bedecided on geographical position, demographic indicators, and other criteria that will bediscussed later. Also, benefits which companies receive from campaigns with influencers canbe different. Besides, influencers also can be divided into two categories, macro-influencersand micro-influencers. Macro-influencer is a group of famous people or celebrities, and theycan be known in one or more countries, and micro-influencer is a group of bloggers or groupof people who have fewer followers than those from the macro-influencer group (Tiautrakul& Jindakul, 2019, p. 3). According to their follower quantities, these two groups can also bedivided into smaller groups, and niche influencers who live a specific lifestyle according totheir ethnicity, religion, or sexuality and create content for that group of people (Barbe,2020). Other authors divide influencers into more groups; however, all of them are based ona number of followers. From a large group of influencers, marketers need to choose thebest options and create a strategy that could fit the marketing budget. The trends they usein this specific area will be identified and discussed following. 2.Influencers impact on the brand The main goal for brands is to target their audience desires and needs. Influencers canhelp businesses reach their audience or at least more similar to those they want to reach.3
"The image a brand gains from its social media influencers helps build direct relationshipswith its key consumers and encourages brand loyalty" (Glucksman, 2017, p. 78). Socialmedia has many tools on how to interact with consumers. However, every marketingdepartment must be able to evaluate achieved results. According to an article from Gillin(2008, p. 5), there are many significant factors, starting with the quality of content that isdifficult to measure and finishing with much easier factors, such as page views and searchengine rank. However, nowadays, marketers are trying to reduce risk of low-quality contentby choosing the right influencer and ensuring that the content will be tailored for theaudience and 100% unique(Join Marketing, 2018). Other criteria for evaluating impactsinclude participation level, prominence in the market, and frequency of activity. Influencerscan raise brand awareness with the right audience. However, it is necessary to choose theright influencer who reflects a brand and audience (Hinai, 2019). Moreover, theseinfluencers can become brand ambassadors and humanise a brand by giving a personality(Neate, 2019). In research from Duris (2017), the author thinks that influencers can beadvocates and defend brand reputation by sharing positive thoughts and experiences. 3.Influencer marketing trends3.1.Influencers on Instagram and Youtube platformsAccording to the research, Millennials and Generation Z are more plausible to beaffected by influencers than any other generation (Droesch, 2020). The leading twoplatforms where influencers are the most followed by these two generations are Instagramand Youtube (Morning Consult, 2019). However, there are a few discrepancies betweenboth generations females and males (Table 1). 4Gen Z MenGen Z WomenMillennials MenMillennials WomenThe favorite site or platform for following influencers
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