Influencer marketing, it’s all the rage. But what exactly is it? What qualifies one particular person to be considered an “influencer” over another? Influencer marketing is fairly new. Well, the term “influencer marketing” is fairly new. But the concept itself, not so much. We’re really just talking about product placement. Remember a decade or two ago when you’d see your favourite TV character drinking a Diet Coke while playing with their Nintendo? It was no coincidence that can of pop was perfectly positioned to face the camera — big brands paid for those product placements.
Today, you see more of it on social media than you do on TV (although, Walmart seems to be doing some pretty heavy product placement on Chicago Fire lately). And today, they call it Influencer Marketing. You might see celebs posting selfies on Instagram wearing a specific clothing brand, or eating a specific restaurant. It’s essentially the same form of advertising. Step 1: Find out who has your audience’s attention? Step 2: Interrupt their attention with your brand “naturally” (aka: without them really realizing you’ve done so).
From fashion to food, brands of all types are embracing influencer marketing as a way to gain brand awareness. Here’s an example of how one of the world’s largest software companies approached their influencer marketing campaign — and the lessons they learned along the way.
Influencer Marketing: Lessons From One of the World’s Largest Software Brands
You’re the largest enterprise application software company in the world. You have 88,000 employees and nearly 400,000 customers. Your revenue last year was a smart $29.4 billion. Industry influencers are lining up, knocking on your door for an opportunity to collaborate. Right? Well, no. Continue…