Influencer marketing: It’s as old as the hills. But the way enterprises need to approach it has changed.
Traditional marketing required a one-to-many blast-broadcast mode, but influencer marketing needs the broadcast message to reach people in as many ways as possible.
Here are 3 keys and 5 ways to success…
Back In The Day
Traditional mass media—TV, radio, print, direct mail, etc.—were designed to reach a massive audience—the advertiser’s hope was to reach the one influencer capable of convincing us to make a purchase.
Creation and dissemination of information used to be expensive. Those who had money used it to reach our friends and family members, because they knew we listened to their opinions.
Back then, the marketing funnel looked a lot like a pyramid. At the top sat the enterprise, sending out its message, which cascaded down to ever larger, successive layers of potential consumers.
The reason this approach worked lay in the way we consumed media: Each medium of information commanded a massive slice of the public’s attention—and did so in pre-set, compartmentalized time segments. You read the morning paper. You watched the evening news. In between you read magazines and listened to the radio. Saturday night was movie night. And so on.
This segmentation—conveniently—allowed an easy way to work out cost and determine reach.
But, in the digital age, information is cheap, always on, and everywhere. Compartments have all-but disappeared. The audience multitasks, and you can lose its attention in a click.
Influencer Marketing In The Social Web (3 Keys And 5 Ways To Win)
