Understanding Customers and Influencer Marketing

This essay discusses the benefits of influencer marketing for businesses, including increased brand awareness and customer attraction. It analyzes the impact of famous influencers like David Beckham and Emma Watson on product selection and brand promotion. The essay also explores the future of influencer marketing, including the importance of micro influencers and building long-term relationships with influencers.

Understanding
customers

Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing refer to the activities performed by the businesses as to introduce their
products or services among the customers. Or in simple terms, it is an action done by the
businesses which consists of selling, advertising and delivering of goods and services to the
customers (Fry, Brennan and Previte, 2020). By performing this, the firm can attract more
customers which lead to achieve growth in the market. But in today's world, most of the
organisations prefer social marketing as because it is one of the most famous technique in the
field of marketing. The social marketing refer to a form of marketing which use social media
platform as a way to introduce the goods and services to the customers. But when the firm
perform this marketing, they have to be make sure that the goods and services which they have
been selling should only focus on the improvement of the welfare of the people as well as the
economic environment.
MAIN BODY
The influencer marketing is one of the type of social marketing which refer to the
company hiring and paying another people who act as an influencer to promote the goods and
services of them. In this marketing, the platform generally use by the influencer is a social media
platform which provides a large number of customers to the organisation. Through this
marketing, the organisation can enjoy an opportunity to reach to the maximum number of
consumers. Because of this, the firm can introduce themselves on the social media and can
inspire their followers as to purchase the goods and services at the reasonable cost. The company
can enjoy a number of benefits when they opt for influencer marketing as they can easily
encourage their brand awareness which proves to be an opportunity for them. The firm can target
more number of audiences which will help them to earn more revenue (Krasniak, Zimmerman
and Ng, 2021). As because of this, the organisation can provide new ideas and thoughts which
lead to creativity in the workplace and prove to be an opportunity to gain more sales in the
market. By using social media platform, the firm can research their products and services among
the youths. The main advantage of influencer marketing is that it is easily reachable to all of the
sizes of the business whether it is a small, medium or large enterprises. If the firm adopt for
1

influencer marketing and their content is good, they can easily reach to the higher rankings and
attract maximum number of customers. It seem to be a most powerful tool of advertising the
products and services to the audiences. This type of marketing is generally used by the fashion e-
commerce sites which provides latest trends to the customers.
The first influencer is the David Beckham which is a retired English professional
footballer and considered to be one of the old man who is outside the budget of many other
brands. He is retired at the age of 38 but became a successful influencer because of some reasons
as he have all the qualities and the abilities of a perfect picture which most of the peoples follow.
And have a good looks and an extraordinary talent in style and football. He is known for its
special and unique lifestyle and a more conscious person related to the fashion. Because of these
qualities and abilities, he became a popular brand in the UK which most of the firm wants to
consider. Most of the organisations believed that while using David Beckham as in their
advertising, it can lead to increase their sales (Martínez-López and et.al., 2020). If the firm use
him in their advertising and promoting, they can easily differentiate their products and view as a
unique and special. There are a large number of organisations who use Beckham as in their
promoting because his qualities are easily match with the variety of goods and services. He
generally creates an icon for the luxury and expensive items such as Pepsi, Adidas, Vodafone,
etc. He is very conscious about the latest trends of fashion and continuously change their
hairstyle for being attractive among the public. He is a kind of person who easily adopt to the
change in tastes and preferences. If any product and service is promoted by David Beckham, it
may be definitely attract a large number of audiences and improve the brand awareness of the
company which can make a competitive edge among the competitors.
The another influencer is the Emma Watson which is generally a British actor and
activist. She is known by the public when she play Hermione Granger in the film adaptions of
Harry Potter book series. At the British fashion Awards in 2014, she was awarded as the best
British Style and developed a passion for the fashion among the youths. Inside of her acting
career, she also studied at the University of Oxford and take a bachelor degree in the English
Literature. After that, she named as a UN Women Goodwill Ambassador and represent herself as
an advocate for the gender equality and the women's rights (Yesiloglu and Costello, 2020). In
many of their events, she encourage the rights and the political participation of the women and
service as a campaign which named as HeForShe for promoting gender equality. She was also
2

being provide an active participation to promote the girls education and organic clothing. She
generally promotes the sustainable fashion and never use the leather and furs in their products
and services. She promotes the Stella McCartney brand and Filippa K which is a Swedish brand
and mainly use the recycled textiles. She advises the public to wear a Calvin Klein dress which is
made up of recycled plastic bottles. She mainly promotes the brand named as Catbird which is a
New-York based jewellery brand and provides a sustainable fashion to the audiences. She use
the green clothing and promotes the sustainable clothing brands only. There are a variety of
brands which is promoted by the Emma Watson such as Burberry, Christian Dior, Coltrane
Works, Svilu, Anakhouri, Gabriela Herarest and many more. She is conducting campaign for
sustainable fashion, animal welfare and the environmental issues (Andres, 2019). Because of
Emma Watson, Burberry increases their sales with a huge rate and makes a competitive image in
the market.
The future of influencer represents the effect on sales on the products and services of the
organisation. In today's world, the future of influencer will state the demand for the micro
influencers. After adopting the influencer marketing by the organisation, the firm can enjoy some
of the changes in the future that is growth of influencer networks as the firm can learn
knowledge about the marketing at the online mode and it improves their brand awareness which
helps to make a competitive image in the market. It is generally an activity which is related with
the right person but the image of the influencer is depend upon the brands they are promoted.
The future of influencer is connected to the different types of the brands and to develop growth
by the firm, they have to invest more of their time in the influencer marketing which makes their
products and services one of the efficient one. As to ascertain a huge success by the firm, they
have to give importance to the micro influencers which have a less social media followers but
can be prove as a way to maintain relationship with the audiences. The micro influencers play a
vital role in attracting the customers by posting on the social media. In simple terms, it is a type
of person which rule influencer marketing in the upcoming years (Hunter, 2020). If the firm
wants to make a better marketing, they have to build long-term relationships with the influencers.
3

CONCLUSION
In this essay, it is to be concluded that the main aim of influencer marketing is to
encourage the brand awareness of the company. As there are a variety of benefits from influencer
marketing such as it helps to provides an opportunity to the organisations to attract maximum
number of customers. Through this, the firm can provide a value to their customers which helps
to maintain a competitive edge in the market. The influencer marketing can be easily reachable
to all of the sizes of the businesses and this can give an opportunity to research the market which
helps to increase the sales of the product. After explaining this, the essay discuss about the David
Beckham and the Emma Watson and their analysis on the product selection and the brands. At
last, the essay explains about the future of the influencer marketing. Hence, if the firm adopt the
famous influencers, it can lead to achieve more sales and success in the market.
4

REFERENCES
Books and Journals:
Andres, B., 2019. Becoming Brands: Celebrity, Activism, and Politics.
Fry, M.L., Brennan, L. and Previte, J., 2020. Engaging dissensus: Innovating social change. In
Stakeholder Involvement in Social Marketing (pp. 89-107). Routledge.
Hunter, S., 2020. Coppola's postfeminism: Emma Watson and The Bling Ring. Film, Fashion &
Consumption, 9(1), pp.81-98.
Krasniak, M., Zimmerman, J. and Ng, D., 2021. Social media marketing all-in-one for dummies.
John Wiley & Sons.
Martínez-López and et.al., 2020. Influencer marketing: brand control, commercial orientation
and post credibility. Journal of Marketing Management, 36(17-18), pp.1805-1831.
Yesiloglu, S. and Costello, J. eds., 2020. Influencer marketing: building brand communities and
engagement. Routledge.
5