Page 18 - Journal of Strategic Marketing Magazine - April 2019
P. 18
INFLUENCERS
Influencers: Superheroes or
Supervillains?
Using influencers in a strategic way can be the difference between people loving your
brand or being annoyed by it, writes Anne Dolinschek.
S crolling through my Instagram makes sense that we’ve been learning haven’t given much thought as to what
timeline I came across yet
through trial and error. However,
success looks like for campaigns.
With a lack of strategy, inluencers
we’ve already learnt big lessons and
another self-proclaimed
inluencer logging what seemed to be
remarkable inluencer campaigns, but
supervillains for your brand. Strategy
the millionth product in as many days. we see many brands implementing can either be superheroes or
I couldn’t help but roll my eyes and there are just as many who are still can be the difference between
instead of being inluenced in a positive struggling to get it right. annoying your target market and them
way and loving the product, I was having negative feelings towards your
annoyed… not only with the person who Think strategy products and services; or being top of
posted it, but also with the brand. A lot of inluencer campaigns fall mind when they are making purchasing
Let’s face it, we’ve all been there and lat for one main reason. Brands skip decisions and having warm, fuzzy
because of this the word ‘inluencer’ an extremely important step when feelings when thinking about your
has gotten a bad rep in recent years. considering inluencer campaigns – brand.
Inluencer marketing is still quite strategy. Everyone is implementing One of the mistakes we observe
a new concept in South Africa, and it some sort of inluencer tactic, but is that there seems to be one list of
p16 - Strategic Marketing
Influencers: Superheroes or
Supervillains?
Using influencers in a strategic way can be the difference between people loving your
brand or being annoyed by it, writes Anne Dolinschek.
S crolling through my Instagram makes sense that we’ve been learning haven’t given much thought as to what
timeline I came across yet
through trial and error. However,
success looks like for campaigns.
With a lack of strategy, inluencers
we’ve already learnt big lessons and
another self-proclaimed
inluencer logging what seemed to be
remarkable inluencer campaigns, but
supervillains for your brand. Strategy
the millionth product in as many days. we see many brands implementing can either be superheroes or
I couldn’t help but roll my eyes and there are just as many who are still can be the difference between
instead of being inluenced in a positive struggling to get it right. annoying your target market and them
way and loving the product, I was having negative feelings towards your
annoyed… not only with the person who Think strategy products and services; or being top of
posted it, but also with the brand. A lot of inluencer campaigns fall mind when they are making purchasing
Let’s face it, we’ve all been there and lat for one main reason. Brands skip decisions and having warm, fuzzy
because of this the word ‘inluencer’ an extremely important step when feelings when thinking about your
has gotten a bad rep in recent years. considering inluencer campaigns – brand.
Inluencer marketing is still quite strategy. Everyone is implementing One of the mistakes we observe
a new concept in South Africa, and it some sort of inluencer tactic, but is that there seems to be one list of
p16 - Strategic Marketing
