Page 23 - Strategic Marketing Complete

MARKETING ISSUES

The art of influence

With influencer of operators “jumping on the band marketing in the overall mix is a
marketing on the rise, wagon” and advises marketers to recipe for disappointment.
question the experience of potential
britta reid spoke to business partners. Du Plessis explains that influencer
industry experts about Marketers have long relied on word marketing can be a good way
to connect with hard-to-reach
how to get it right. of mouth and endorsements; the audiences, e.g. those who have opted
rise of social media has simply out of broadcast television. Besides
ccording to a survey report expanded the available possibilities. expanding reach and awareness, it
released in April 2018, 75 Jeanne du Plessis, Communications can build relevance with consumers,
percent of the members Lead: Procter & Gamble, Southern allowing them to feel that a brand
of the Association of National Africa, concurs that “influencers is for “people like me” or “like the
Advertisers (ANA) in the US are nothing new”. Whilst many people I want to be like”. It can
currently engage in influencer marketers wrongly default to the confer immense credibility “if you
marketing. Moreover, nearly half concept of celebrity endorsement, can back up your brand claims and
of them are planning to increase du Plessis points out that anyone they are reaffirmed by someone
their investment in it over the can influence a purchase decision, who has spent time earning the trust
next 12 months. While there are provided the consumer trusts their of your community”.

The more reach an influencer has, the less influence

they directly have on decision making.

no corresponding South African authority, position or knowledge. Nevertheless, she warns that it is
statistics, Pieter Groenewald, CEO Groenewald argues that “people “easy to get blinded by the shiny
of theSALT, a specialist influencer believe other people”, giving new platform or an executional
marketing company, observes marketers the opportunity to attach aspect” of a campaign. She argues
that the local influencer market their messages to credible figures. that any effective brand campaign
is accelerating rapidly. However, needs to build brand benefit and
he believes that local influencer Getting influencer marketing right equity. The starting point is a big
marketing investment still lags Before embarking on an influencer brand idea. Marc S. Pritchard,
international spend, and that many marketing campaign, marketers Chief Brand Officer at Procter &
local marketers need education and must clearly define their objectives. Gamble refers to “an insight that
knowledge in this discipline. He also Groenewald stresses that the failure translates into a great creative idea,
cautions that there has been a surge to define the role of influencer that translates into great sales.”

Strategic Marketing - p21