In this article we are going to shed light on the difference between Influencer Marketing and Traditional Marketing. We are going to explore in detail, and hopefully come up with a concrete conclusion.
Do they know you yet?
So, we are all set and our new brand is ready. Now it is time for the critical and most important decision of all. How do we advertise?
Do we go old school with Traditional Marketing? Or do we embrace the various choices our age of information provides?
A Modern Trend
“It’s the information age”, “so many potentials”, “ease of access”, “large communities”, “huge audience”. Those are the phrases we hear when someone is trying to convince us with Influencer Marketing. And to be honest, they are right. For no business will flourish and meet success if it doesn’t adapt and make use of contemporary tools at hand.
Influencer Marketing is a very powerful tool and a very contemporary one as well. It allows the brand to engage a larger audience more conveniently, effortlessly and in a relatively short time. And when a brand uses Influencer Marketing, it states something like “we’d like to be this close to you.” Because by using the status and reach of this influencer, the brand is stating that “we want your opinion too.”
A Room for Revision
When it comes to any brand or product, having influencer marketing means a good vantage point. For Influencer Marketing does not only mean convincing an audience about a product. Mere convincing is pretty neat, but there is another side of the flip that companies are heeding which is revising. Nowadays, companies can showcase first prototypes to the audience and use the feedback in a revision process.
Using this method saves lots and lots of time and headache for those behind the brand.
How is it done?
Well, first thing first, you do all the research needed. Then pick an influencer whose topics concentrates on businesses similar to yours. Ask the influencer to do a review on your product, and let it be an honest one. It is to your advantage that the review is honest. And then, you may request feedback from the influencer’s audience as well.
And while we were talking about savings, it is imperative to mention that influencer marketing cuts down expenses. It saves money! How? Well, see above, we just said that there would be a room for revision. Revising a prototype is so much cheaper than pulling out a product from the market. And sometimes it is necessary to do so because of the flow it has in design or performance. We all remember that phone with an exploding battery. Imagine how much could be saved should they used Influencer Marketing.
People have spoken…
Now you have feedback from your influencer and his/her audience, all you have to do is comply with their demands. Why comply? Simply because they represent a larger audience, you should keep that in mind. Their opinion matters. Remember, you asked for feedback and you shouldn’t ignore it once you got it. Try to meet as many as possible of their demands, even if it means a smaller profit margin.
Start an Influencer Marketing?
So now, if you’re convinced about Influencer marketing, let’s help you with some suggestions as to where to start off.
If you have time, or if you don’t, try to find some, start by familiarizing yourself with the concept. You can check out some books like Influencer: Building Your Personal Brand in the Age of Social Media.
Or you can simply review the services some of the influencer organizations provide. Some of these organizations are: NeoReach – HireInfluence, Inc – Go Fish Digital – Sway Group LLC.
What? Still not convinced yet? I see you are determined to go old school marketing. Well, to be utterly honest here, nothing is wrong with traditional marketing. If you have the funds needed, then why not? In the end, we’re still watching TV and listening to the radio. Traditional Marketing is anywhere from the newspapers, posters, flyers, to TV and radio commercials. And even the commercials you see on YouTube and other sites. Any form of commercial that is not supported by an influencer is considered these days traditional. Although it may be super cool, powerful and wide-spread, it still lacks the flexibility of Influencer Marketing.
And whether it is influencer or traditional, it is vital to advertise and do the marketing.
18 years ago, a video game publisher spent more than forty million US dollars on advertisements alone. Although the game they were publishing was widely anticipated, they used all means possible to spread the word. They showed short clips in movie theaters prior to the premiering of movies. Front pages of tech and gaming magazines were filled with pictures of their product. And posters were seen everywhere, in train and metro stations and many other public places.
Why mention all this? Well, just to give a glimpse at how much it costs to use traditional marketing properly.
In the end...
As we’ve discussed earlier in this post, Influencer Marketing is more convenient in many terms. It is modern, there is room for revision, it can be substantially cheaper, etc…
It is an indication of a contemporary brand striving to reach the largest audience possible. It is also an indication of an open-minded and confident organization behind the brand. It shows that this brand is trust-worthy, reliable and flexible enough. And above all, Influencer Marketing gives the audience a sense of assurance needed most these days.
But in the end, it is still called marketing, whether you go influencer or traditional. The difference you make is how close you can get to your customers. How deep within your ad touch them. How well can the message manipulate their needs? And the measure of effectiveness is simple. Did your sales go high or not?