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From Mass to Influencer Marketing
Stefka Nenkova, Student (University), Netherlands, Premium Member
According to some views, today’s marketing is losing its effectiveness and is even considered “broken” (Brown and Hayes, 2008). A possible reason is that it does not contribute to sales in as direct and tangible way as before. The wide public is targeted by too many messages that are very similar to each other and not very believable.
Could a company target only specific third parties, which are interested in their service or product and which could affect the purchasing decisions of customers? Such approach would save money and lead to efficiency and eventually to an increase in sales.
INFLUENCER MARKETING
Influencer marketing is the approach which attempts to identify specific third parties, referred to as influencers, and to find the best way to approach them (Brown and Hayes, 2008).
INFLUENCERS
- DEFINITION: Brown and Hayes consider an influencer as “a third-party who significantly shapes the customer’s purchasing decision, but may never...
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From Mass to Influency Marketing
Molokanova, Professor, Ukraine, Member In other words, influencer marketing is about the influence of the environment of the client on her/his decision-making.
We are all in the middle... |
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Influential Marketing? What's the Difference?
Latif Salifu Kasim, Entrepreneur, Ghana, Member To what extent is influential marketing approach different from using an opinion former or leader? This is the first time I hear about this tool as a ... |
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Influencer Marketing in the Wine Industry
EDUARDO WEXMAN, Management Consultant, Chile, Member The wine industry is one example where influencers, specifically wine journalists and critics have been playing a significant role for decades. A wine... |
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Ethics in Advertising???
Eugene Laslo, Consultant, Hungary, Member @ Srinivas: I am having some doubts about the viability of the combination of advertising and following ethical stand... |
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Ethics in Advertising
srinivas, Lecturer, India, Member @ Eugene Laslo: you would agree that ethics as such is complex subject. For example to lie in general is unethical, h... |
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Micro Influencer Marketing
Jaap de Jonge, CEO, Netherlands, Editor Social media like facebook, twitter and youtube have made it possible for many new "micro-influencers" to recommend or disapprove certain products and... |
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Difficulties with Influencer Marketing
David Harland, Consultant, United Kingdom, Member I've been observing a ($2b t/o) firm over the last couple of years, plus some others in relation to their marketing and specifically their social medi... |
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History of Influencer Marketing
Mike Allen, Interim Manager, United Kingdom, Member Pfizer started this approach with USA farmers in the 1950s and it was adopted by Dennis Tolliday (Sterling-Winthrop) and Barry Haigh (Innovex) in the ... |
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Special Interest Group Leader
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Opinion Leaders
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