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18/11/2017 10:42:17 PM

Influencer Marketing

Public Relations is a discipline devoted to monitoring and managing what consumers are saying to one another about the firm. In addition, consumers have become increasingly predisposed to talk about brands, both online and offline.  As such, PR can give consumers something (positive to talk about.

Influencer marketing refers to a series of personalized marketing PR techniques directed at individuals or groups who have the credibility and capability to drive positive word of mouth in a broader and salient segment of the population. The idea is to give the influencer something positive to talk about with respect to firms and brands.

1. Professional Influencer Programs.          

·         The process of targeting professionals (doctors, therapists, lawyers, accountants, etc.) with positive PR messages with goal of having these “professionals” influence their clients attitude toward a brand.

·         The process can be thought of as “seeding the conversation” between the professionals and their clients.

·         Tactics include trade show displays, direct mail communications, and personal selling calls—all IBP techniques.

·         The process provides professionals with “intellectual currency”

2. Peer to Peer Programs      

·         The process of targeting social networks with positive messages about a brand to pass along through their social networks.

·         The programs provide “social currency” within peer networks

·         Buzz and Viral Marketing

o   Buzz marketing is creating an event or experience that yields conversations that include the brand.

o   Viral marketing is the process of consumers marketing to consumers via the Web (e.g., via blogs or forwarding YouTube links) or through personal contact. simulated by a firm marketing a brand.

The idea behind both buzz and viral marketing strategies is to target a handful of carefully chosen trendsetters or connectors as your influencers, and let them spread the word.

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