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INFLUENCER MARKETING

A strategy
that’s all about
the messenger

The voice of the brand ambassador has long been one of the most compelling components
of marketing. Add to this the amplifying one-on-one effect of social media and you have
influencer marketing. Penny Haw examines a strategy that’s growing in popularity.

INFLUENCER MARKETING AS A ? “Like several other marketing tools
concept is not new. Brands have Influencers must that are currently in fashion – such as
sponsored individuals they believe build trust with content marketing, native advertising
have the power to sway the decisions their followers and testimonial marketing – influencer
of others for more than a century. As marketing is not new,” observes Cape
far back as the 1870s, North American What’s new to the approach – which Town-based marketing commentator
tobacco companies placed images of focuses on using key individuals to drive and advisor, Chris Moerdyk. “Technology
famous actors and sports personalities a brand’s message to an online audience simply gives us new ways of doing it.”
on cards used to stiffen packaging, – are its name, the hype around it and
creating a simple way to promote how it is applied. Nonkululeko Mabena, a strategist
cigarette brands. They were the first at Johannesburg marketing and
brand ambassadors. communications agency, The Strategy
Department, is not, however, entirely

42 strategicmarketing August–September 2016