impact of influencer marketing

1. Digital Digest #3- Influencer
Marketing
DIGITAL MARKETING MKM 915 SEE
PROF. SUSAN MCVEY
ROUNAK VERMA- 159863216

2. Overview
Opinion leaders are crucial in today's globalised economies
because they influence consumers' decisions to buy products
and a company’s marketing activities aswell. Thought leaders
have a direct or indirect impact on customers' opinions and
decisions due to their unique abilities, specialised
knowledge, or personalities. This position is now played by
influencers in social media-based global marketing since
they have a large impact on consumer trends in demand for
certain items by influencing customers' views, emotions, and
behaviours. Influencer marketing, a particular kind of social
media marketing, has grown in popularity over the past
several years. Influencers will have the greatest impact on
consumers when buying clothes, shoes, cosmetics and
sometimes even food and electronics.

3. Effects on Consumer behaviour
Analysis:
The fact that social media influencers have a thorough grasp of the platforms
they use and know how to produce compelling content that will increase
brand recognition is one of their main advantages.
Such influencers frequently invest years on expanding their fan bases and
enhancing the sense of community and inclusiveness inside their networks.
They are adept at building relationships with their audiences via efficient
presenting and storytelling techniques, and they can convey the tale of your
brand with ease.
This may be as basic as an Instagram picture with a relevant message or a
YouTube video lesson that helps customers comprehend a product's more
intricate features. The finest influencers can incorporate your marketing
messages into personal style and tone, giving commercial messaging a more
genuine appearance.

4. Effects on Consumer behaviour
Evaluation:
Research shows that 77% of customers have associations with brands that last
ten years or longer. Furthermore, 61 percent of devoted consumers said they
would go out of their way to buy from their preferred companies.
The statistics highlight how important it is to connect with your target audience
in order to build stronger connections. However, in order to do this, you must
first get your brand in front of your intended customers and help them feel a part
of your family by appealing to one‘s emotions.
Social recommendations are often more trusted by consumers than promises
made in brand advertisements, therefore social media influencers may have a
significant impact in this area. The biggest voices within any group have
enormous influence over that initial connection because if a product is approved
inside their circle, that quickly improves its repute and associated link.

5. Effects on Consumer Behaviour
Point of View (POV):
Influencers are the best storytellers.
These individuals possess the ability to interact with their audiences in an
efficient manner without coming across as overly "salesy.“ Because they can
connect with these people on a human level, customers trust influencers for a
variety of reasons. They are familiar with and enjoy them.
Influencers discuss the product(s) in depth, including how to use them,
whether they are worth the price, what customers can expect, etc., rather than
merely placing ads on their feeds. Influencers essentially answer the most
frequently asked questions that customers have about any company or
product.
Leveraging the developed credibility within these groups may greatly improve
the reputation of your company and provide notable benefits.

6. Effects on Company’s marketing activities
Analysis:
Typically, companies would either manage the creative process internally or contract with an
outside agency when creating a digital marketing plan. Both strategies are still in use with
influencer marketing, but there is less creative power over the final output.
Digital influencers are popular because of their genuineness and other aspects of their own
brands. Their audience is not interested in watching something that is overly produced or
contrived. Instead of creating a sophisticated campaign touting the advantages of one social
media scheduler over another, an influencer may create a blog post on Instagram schedulers
and emphasise the most important elements in a quick social media TikoTok while they're
sipping coffee in their workplace.

7. Effects on Company’s marketing activities
Evaluation:
A digital influencer is aware of the content preferences and user
behaviour of their audience. An influencer serves as a mediator or
middleman for companies, bridging the gap between their business and
their target market. People feel less as if they're being sold when an
influencer shares information with them and more like they are getting
advise from a friend.
Finding the ideal influencers will provide a particular difficulty for B2B
businesses looking to align their audiences. It's crucial to look for
industry experts and influencers with numbers of viewers who would
really utilise your product or service.

8. Effects on Company’s marketing activities
Point of View (POV)
A quicker sales funnel process is one of the key advantages of an influencer's
position in digital marketing. Partnering with an influencer might help your
leads move quickly from the brand awareness stage to the decision - making
stage.
The underlying trust and connection between the influencer and their
audience is what has caused this rapid rise. Their followers will believe the
influencer's advice if they have been able to establish a sincere bond with
them.
Choosing an influencer who has nurtured a trusted relationship with their
audience is one thing to keep in mind. There's really cause for concern if an
influencer agrees to endorse a good or service without seeing a demo or
experiencing your offering.

9. Company taking advantage of this trend
Dunkin’ Donuts:
With 3 million followers and 21.3 million likes, Dunkin' Donuts has a sizable
influence on TikTok, and targeted influencer marketing is one of its
primary success drivers. They established long-term sponsorship
agreements with Charli D'Amelio, the most popular TikTok artist, and went
further merely having her post pictures of herself holding the drink to
having her advertise Dunkin' with TikTok videos of her placing orders.
Dunkin' produced two beverages after Charli, with the first one being
dubbed "The Charli," thanks to a hashtag campaign named
#CharliXDunkinContest. On the day of its release, "The Charli" increased
app downloads by 57%, and the following day, cold brew sales rose by
45%.

10. References
 https://www.shs-
conferences.org/articles/shsconf/abs/2020/02/shsconf_glob2020_03014/shsconf_glob2020_03014.
html
 https://www.socialmediatoday.com/news/how-social-media-influencers-can-impact-your-
customers-purchase-decisions/569813/
 https://www.newbreedrevenue.com/blog/the-role-of-digital-influencers-and-their-impact-on-
digital-marketing
 https://nogood.io/2021/10/22/best-influencer-marketing-campaigns/
 https://web.p.ebscohost.com/abstract?direct=true&profile=ehost&scope=site&authtype=crawler
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