Before this, most marketing experts would use offline marketing communications such as television advertising, billboards, or point-of-sale marketing. This changed when people moved to online media and especially tremendously during the COVID-19 pandemic. The types of marketing that we now see online are found, for example, on social media platforms or through the use of SEO (Search Engine Optimization) which makes it easier to track down results while also making it possible to select targeted ads for each group of consumers. Whether offline or online, these are all concerned with a brand’s method of direct communication.
“Seeing a brand advertised frequently can bore people. They also tend not to believe in the message being conveyed since it seems to be more of one-way communication that lacks engagement like what is seen in online advertising. This is how influencer marketing emerged.” university in thailand
According to Warapol, Influencer Marketing is a form of indirect communication where a brand aims at having consumers communicate with each other about the products and services they have tried to increase participation by way of word of mouth. This can successfully increase the brand’s presence on social media.
Why do brands use “influencers”?
Warapol outlined the strengths of Influencer Marketing as follows:
1. Customers become more attuned to listening to the brand
One-way communication by the brand is often less effective. Having a brand influencer convey the message is like having consumers communicate their satisfaction with the product to each other and creating a word-of-mouth effect that seems to be a more honest and intimate approach. When there is confidence in the influencer, the customers tend to be more receptive to the message.
2. Enhancing the brand’s image
Other than reviewing the product, influencers are also seen as the representative of a brand. The choice of influencer must therefore reflect how the brand wishes its customers to view them.
3. Creating an online presence for the brand
Customers nowadays look for reviews of products on Google, YouTube, or Pantip. If they cannot find the brand there, then it appears that it is lacking a presence.
“At a time when consumers have so many choices available, a brand that is invisible makes it practically “not even a choice,” Warapol reiterated.
Comments