The New Era of Marketing
Marketing has evolved past the one way conversation with the sole purpose to convert more sales. Marketing is now responsible for shaping the entire customer experience to create real customer loyalty through innovations, brand personality, and fulfilled promises. Social Media has driven this “New Marketing Era” by empowering every customer with the ability to share their brand experiences. In an era of micro-influencers and brand ambassadors, it’s important to recognize every customer has influence.
New Marketing Era
The New Marketing Era, or the Influencer Era gives everyone the ability to reach a large number of people on social media that could be your potential customers. Every business is faced with the uphill battle to get attention. Tapping into the patrons of your business is one of the most powerful ways to spread your message. Traditional marketing has an element of trade where businesses paid for creative and advertising to reach customers and drive sales.This concept still exists, but a new form as emerged where influencers solicit businesses offering to showcase brands and products to their audience.
For example, a small travel blogger with a local audience could approach a hotel offering exposure to their following in return for free stay or set rate. After looking into this blog and learning about the audience, you can determine if this type of partnership could be beneficial for your business. If you’re dealing with micro-influencers, it might be worth it to give away a couple free nights to gain that targeted exposure. When their audience is substantial, be prepared to pay a corresponding amount in the same way you’d pay more for a prime time spot to reach more people.
Suggestion When Working With Social Influencers
When these social media influencers approach your business, we suggest taking a step back and look at what’s happening. Identify if their request appropriately maps their deliverables and demographics your business is targeting. When dealing with an influencer, treat them like an official business, even if it’s a 17-year-old beauty vlogger. With customer attention and conversions a constant goal, don’t be overly emotional about it’s source in today’s social media fueled world.
The new marketing era is shifting power of how your business is perceived into the hands of consumers. As a business, you have to be aware of how each customer experience can be a social media story. We cannot control what others say about us, but what we can control is how we handle situations with influencers. Be open to new ways to use this influence to keep growing your business towards bright future.
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