From Mass to Influencer Marketing

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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 be accountable for it”. Thi (...) Read more? Sign up for free
  

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		From Mass to Influency Marketing Molokanova, Professor, Ukraine, Premium Member
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		Influencer Marketing Powerful Tool in Social Networks Teresa Dian Chew, Consultant, Malaysia, Member
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		Influential Marketing? What's the Difference? Latif Salifu Kasim, Entrepreneur, Ghana, Member
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		A Conscious Based Approach to Influence Marketing srinivas, Lecturer, India, Member
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		Influencer Marketing in the Wine Industry EDUARDO WEXMAN, Management Consultant, Chile, Member
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		Ethics in Advertising??? Eugene Laslo, Consultant, Hungary, Member
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		Influencer Marketing in the Pharmaceutical Industry Khalil Rajati, industrial enginer, Iran, Member
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		Ethics in Advertising srinivas, Lecturer, India, Member
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		Micro Influencer Marketing Jaap de Jonge, Editor, Netherlands
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		Evangelism Marketing - Story Building (PR) - Opinion Leaders Sivakumar , Business School Marketer, India, Member
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		From Mass to Influencer Marketing Salvatore Clemente, Business Consultant, Italy, Member
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		The Power of Persuasion to Influencer Marketing oscar charles sanga, Tanzania, Member
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		Difficulties with Influencer Marketing David Harland, Consultant, United Kingdom, Member
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		History of Influencer Marketing Mike Allen, Strategy Consultant, United Kingdom, Member
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		The 4M's of Influencer Marketing Sarah Daghman, Lecturer, Russian Federation, Premium Member
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