Page 24 - Strategic Marketing Complete

MARKETING ISSUES

Without this, there is little sense to on child-related topics than a influencers. Money may seem the
embarking on any marketing activity celebrity. obvious driver, but the need to be
at all. popular, famous and respected
Du Plessis highlights a paradox: may also be key to understanding
P&G employs a five point “rule of “The more reach an influencer has, what they do and why they do it.
hand”, to provide the guidelines for the less influence they directly have Different influencers have different
effectively leveraging a big brand on decision making”. Her example motivations e.g. a doctor compared
idea in the influencer marketing is that one is more likely to follow with a celebrity.
space. First, there must be an “your sister’s advice on the best
intersection of your brand’s equity/ pedicurist to visit” than “whatever Interestingly, she argues that
benefit and the influencer’s equity, Rihanna posted on her Instagram marketers should not underestimate
in order for the content to feel true account”. the value that brands bring to the
to the brand. Second, it is important equation: in many instances the
to use iconic assets – e.g. brand Using the analogy of a conversation, brands may command greater fame
logo or colour palette – to drive Groenewald contends that effective than the influencer. Influencers
immediate brand recognition. Third, dialogue “needs real people”, not are often hungry for interesting
it needs to catch the consumer’s fake followers. He emphasises the and engaging stories, and content
attention, and fourth, it needs to importance of focussing scrutiny on that they can adapt and pass on to
connect emotionally or add value an influencer’s audience: AI comes their followers. Access to products
for the target consumer. Finally, it into its own here. Having the right for review and payment for
needs to inspire holistic creativity. software and data is crucial to both content creation may be important.
He cites the sentiment-changing eliminating fraud and identifying Personal incentives, such as profile
Always #LikeAGirl campaign, now the demographics of followers. building, capability building, and

It is important to recognise the influencer’s individuality
and to allow them to tailor their messages to fit their angles,

styles and platform preferences.

in its fourth iteration, as an excellent There are cautionary tales of individual interests should not be
P&G example. local influencers with substantial underestimated.
followings on other continents.
Trust in me Both Groenewald and du Plessis
Du Plessis cautions that it is easy Ultimately the process of selecting concur that marketers need to be
to make mistakes in identifying influencers is about delicately very specific regarding what they
and selecting influencers. She balancing reach, popularity and are asking influencers to do. Many
categorises influencers into three authority, brand fit, audience interest err by being too prescriptive;
levels: star, power middle, and and topic relevance and cost. others fail by not being prescriptive
micro. Groenewald points out that Du Plessis cautions against enough. Whilst influencers are
in South Africa there are only 29 spreading the budget too thinly experienced content creators who
influencers with over 1 000 000 across the spectrum of influencers, know their followers, marketers need
followers, and 69 with over 500 or failing to effectively use a star to create partnerships of mutual
000 followers. influencer and simply asking them value that benefit their brands.
to tweet once a week for four weeks.
With such a limited talent pool and Groenewald suggests that marketers Du Plessis recommends that
increasing demand, the use of “big new to the discipline could do worse marketers should be very clear
reach” influencers can be expensive, than adopting a “test and learn” about their goals, and very
leading to a shift towards the use approach. specific in terms of executional
of micro-influencers. But it’s not requirements, with a few but
just about the numbers; it is also Managing influencers clear mandatories. It is important
about credibility and authenticity. Having stressed the importance to recognise the influencer’s
Groenewald argues that a mum who of AI, he is quick to point out that individuality and allow them to tailor
has built up a solid following of successfully managing influencers their messages to fit their angles,
30 000 mothers through her advice also requires the human touch. styles and platform preferences. She
on bringing up children will have Du Plessis advises that marketers cites the example of Pamper’s Club,
more resonance with her audience try to understand what motivates where the brief required influencers

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