New strategy provides proven effectiveness in reaching target audiences & increasing engagement
The days of classic marketing strategies are far behind us. While big companies still choose to spend big bucks on commercial ads online, on TV, on billboards, and in magazines, this method is losing its efficacy. Consumers are bombarded by so many ads daily that they have learned to completely tune them out. Even worse, consumers are often experiencing “ad fatigue”, causing them to form negative perceptions of brands due to overexposure to their ads.
So what does this mean for brands? Clearly, companies have taken note of the changing field of marketing and are turning to alternatives. In the field of commercial advertising, this means persistently changing up content and images, as well as employing targeted advertising to gain users’ continuous attention.
Though these are sometimes effective methods to combat consumer’s fatigue, the cost of display advertising is so high, that frankly, for some companies it just isn’t worth it. In fact, many brands are changing their marketing strategies all-together to focus on other advertising methods.
Buzzoole, a self-service Influencer Marketing Platform, recently conducted a survey of the over 200 brands on their platform (full disclosure: Buzzoole is a Blonde 2.0 client). The results indicate that companies are planning to shift their marketing budget in the upcoming year, with a mere 6% of companies planning to focus their investment on display advertising. On the other hand, the standout marketing strategy that the majority of companies wish to focus on is influencer marketing (30%). Moreover, the survey revealed that a large majority (65%) of brands are planning on increasing their budget for influencer marketing.
So Why Are More Brands Using Influencer Marketing?
According to Fabrizio Perrone, the CEO and founder of Buzzoole, the reason more brands are using influencer marketing is because: “Companies see the value of influencer marketing as a more effective method of reaching their target audience at a far more affordable price.” Moreover he argues that: “The results of these surveys fall in line with an overarching trend, indicating that companies are shifting from old-fashioned advertisements to more modern techniques, such as influencer marketing.”
How effective is this method? Well, influencer marketing is a great way for brands to reach a target audience without burning them out in the way that display ads often do. Using “normal” people on social media to promote a brand is often viewed as more natural, genuine, and credible. Moreover, users tend to trust these social media experts because they view their opinion as unbiased and real.
A marketing platform like Buzzoole makes creating an influencer campaign extremely simple by automating the entire process of identifying, connecting, engaging, delivering, and measuring valuable influencer marketing campaigns. The Buzzoole team also developed a unique algorithm that analyzes online conversations and identifies how influential users are within specific topics, giving brands the tools to target their audience.
Consumers are becoming smarter and less naive when it comes to advertising, and brands are going to have to keep up. While online advertising, PR, and paid search are all still vital elements of a company’s marketing strategy, adopting new methods such as influencer marketing is a great way to reach their audience in a subtle yet effective way.Ayelet Noff is a partner in Socialmedia.biz and founder and Co-CEO of Blonde 2.0, an award winning digital PR agency with branches in Boston and Tel Aviv. Contact Ayelet via The Blonde 2.0 website , email, or follow her on Twitter and Google Plus.