Category: News

The pros and cons of influencer marketing

Influencer marketing is one of the latest trends in the marketing field. Companies are using this trend to attract more attention and generate higher sales. many people think that influencers are always directly associated with “sponsored posts”, such as a picture with a product presentation on Instagram. But this is not the case: especially in the area of content marketing, companies take advantage of integrating influencers into their story and having this common content shared by the influencer. The difficulty is to find the right expert for the specific topic. It does not always have to be a very well-known and successful influencer with millions of followers. Especially micro-influencers with a smaller range often have a more clearly defined target group and a focus on a certain topic. This comes with a high level of competence and credibility.

Pros and cons of influencer marketing

Pro:

  • Increasing brand awareness: The Influencer makes your brand more familiar with its values in social media.
  • Increasing reach: In addition to your own followers, you can extend your reach to the expert audience (very strongly) and thus easily and quickly expand your target group.
  • Basis of trust: Through the recommendation of the influencer, companies benefit from the strong basis of trust between the target group and the influencer, and thus automatically strengthen the trust in the brand and the company.
  • Expert status: Influencers enjoy a good reputation in their field. Shared content therefore also has a positive effect on the expert status of the company.
  • Not expensive: Since the expert also benefits from the jointly created content and the fact that they can show their expert status, they often won’t charge a fee.

Con:

  • Time factor: Finding the right expert that fits the topic best, will take time and a lot of research. But in the end the result should be positive.
  • Risk of credibility: If the influencer does not fit the theme, this can damage customer confidence in the brand.
  • Chain reaction in terms of image: If there are problems or controversies with the influencer, the image of the company may also be damaged.
  • Complicated measurement of success: Although sales goals are easy to understand through links, goals such as brand awareness, credibility etc. are often difficult to measure.

Consumer trends in the Netherlands

In the Netherlands, an interesting ‘whitepaper’ was published from the national consumer guide in cooperation with PostNL. In the research conducted the big question was do consumers find it important to be approached in a personal way by companies?

Companies are trying to approach us in a personal way, but is that still personal? The whitepaper tells us that nowadays people get information all the time. We spend a lot of our time on the internet and our phones and therefore the information load is non-stop. Just listening is for many people the solution, rather than reading another ad. Another problem that we face in the digital world is that we make contact easily, however the contact becomes more impersonal. We are connected with the world, but in reality, we feel lonelier than ever. Companies miss the ‘personal touch’ in their contact with their clients, because they strive for quick and efficient growth. Therefore, direct and personal messages with the client should be the norm again via email or mailbox.

Print is hot

“The most interesting trend right now is that print media is going against all mega trends, where it has long been counted out.”

“Over a year ago CMA published a report into the future of print, a report that a decade or so ago no one expected they would be reading in 2018. The bald facts about print’s decline are well documented. For example, in 2011 Britons bought over 800 million magazines. That figure has shrunk to half that size in just six years.” However, even though a lot of people have been predicting the death of print for quite some time, we must confess that print is still hugely popular with consumers. Whereas mainstream magazines have either been shuttered or merged into digital titles, print thrives in two key sectors: independent media and content marketing. “And in some ways, it is the synergy between these two areas that is keeping print forefront of mind for brands.” Another key trend that is here to stay also in 2020 is the concept of print being part of a mix of platforms used by brands and agencies.  

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