Commentators also noted the limitations of influence marketing. A stackla study found that, until now, customers felt that the circle of family and friends had more effect on their clients’ behavior than celebrities and influences. A 2018 review through the National Advertisers Association found that while 75% of corporations engaged in influence marketing, only 36% believed it was effective for them. More recently, Jim Tobin of Carusele pointed to 3 express disorders that want to succeed in influence marketing: 1) measurement disorders with respect to “false subscribers”, making it difficult to determine the audience; 2) saturation in the form of an influencer that sponsors too many brands; and 3) regulatory disruptions similar to the secret nature of some of the Federal Trade Commission’s disclosure messages and requests. Although Tobin emphasizes that these disorders are not insurmountable, they still want to be resolved.
The new A-E survey provides a review of vital trends in COVID influence marketing. The company’s co-executive directors, Amra and Elma Beganovich, are sisters with impressive experience in economics and law, respectively, who also have a good sense of fashion and marketing that has generated more than 2.2 million social media subscribers. The effects of his survey of 1000 influencers reveal 3 recent vital trends similar to COVID-19 and influence marketing. Are:
Clearly, the pandemic has led to increased traffic and participation in sites of influence. However, the A-E survey shows that influencers’ prices have increased by only 3.1%, suggesting smart opportunities here.
2) Greater use of social media bodes well for long-term influence marketing
The pandemic has noticed a large accumulation of traffic on social media. When analyzing their survey, Amra and Elma point out that the content looks much more in spaces like meditation (55%), cooking (110%) fitness (100%). In addition, a Kantar exam shows that Facebook and Instagram traffic has increased by 40% for consumers under the age of 35. These increasing audiences allow influencers to retain and retain a wider audience over time.
3) Based on a charge consistent with thousands of exposures, influence marketing delivers broader and more specific messages
Because influence market charges are largely based on subscribers (as opposed to ”like”), increasing participation means greater profit capacity. A-E points out that, for 1000 subscribers, a commitment-consistent improvement means that a larger share of the target market is reached. In addition, transparent focus on a wider diversity of product categories (e.g. educational equipment, spices, books, music) advances the ability to point forward. Brands can choose an influencer who can offer their product. The result is that despite the slight accumulation of charges, the charge consistent with a thousand exhibits for the target audience is lowered.
While there are still some warnings related to influence marketing, by expanding social media use, the coronavirus pandemic has the ability to replace long-term behavior. These trends probably seem to give influence marketing a boost.
Charles R. “Ray” Taylor is a marketing professor John A. Murphy at the Villanova School of Business and principal investigator at the Center for Marketing and
Charles R. “Ray” Taylor is a marketing professor John A. Murphy at the Villanova School of Business and principal investigator at the Center for Marketing and Consumer Insights. Lately he has been editor-in-chief of the International Journal of Advertising. Professor Taylor is a former president of the president of the American Academy of Advertising. He has received the Ivan L. Preston Award for his notable contribution to advertising studies at the American Academy of Advertising and the Flemming Hansen Award for his remarkable contribution to advertising at the European Academy of Advertising. Professor Taylor is an active representative and conducts regular interviews with major television networks and newspapers.