Evernine at #Inreach17
AdBlocker and the decreasing acceptance of banner advertising make it quite hard for classic online marketing. The marketing industry is therefore facing the challenge of developing new ways to reach users with a positive message. A promising marketing channel is influencer marketing. The Evernine Group visited this year’s #Inreach17 Influencer Marketing Conference in Berlin and took a closer look at the topic.
from Sandra Benz
Content Marketing Manager Evernine Group
What exactly is influencer marketing? It is a discipline of online marketing in which a message is given an authentic framework with the help of influencers. Influencers are users in social networks who are perceived as trustworthy and on whose opinion the community attaches great importance while making (buying) decisions.
Classic banner advertising is bothering users more and more. Especially obvious and penetrating banners are often perceived as disturbing and negative by the users and thus miss their actual goal entirely. Influencer marketing offers the opportunity to disseminate an advertising message unobtrusively and authentically. A “by-product” that is often forgotten is the generated content – because the influencers create the content for the campaigns themselves, and this in turn can be used by companies for their own social media channels.
At the congress, there were many exciting discussions and insights into the methods of influencer marketing. It has been shown that different companies pursue individual approaches, but all are successful. However, all the insights spoke against automation, generalization and standardization. When working with influencers, it should be clear that no reach is being bought. It’s more about stories, characters, personalities and individual content. Anyone who practices influencer marketing should also consider how to incorporate the marketing channel into a company’s overall strategy.
Detailed information about #Inreach17 and about influencer marketing can be found here.
Source cover image: iStock / TARIK_KIZILKAYA