Understand the meaning of INFLUENCER MARKETING

                                        INFLUENCER MARKETING

Among forms of marketing influencer marketing is one in which a lot of focus is persuaded on targeted individuals rather on target market as a whole. This marketing practice focuses individuals who have influence on individuals who are supposed to be the potential buyers of a given proposition. Therefore, the activities of such marketing revolve around influencers.

        Here the form of marketing is not in the form of undue pressure i.e. coercion and arguments on ideology or the view, rather is focussed on free interaction between various community segments.

        Influencer marketing is divided into two sub practices i.e. Earned influencer marketing and paid influencer marketing.  Earned influencer marketing is the one where money is not involved in influencing the potential buyer but rather is focussed on the relationship which an influencer is having with the potential buyer. Whereas the paid influencer marketing is the one where the influencer is paid in the form of marketing campaigns, advertisements, testimonials to influence the potential buyer here the budgets may vary according to the mass that is targeted.

            Influencer marketing can be applied in diverse scenarios, which include establishing credibility in market, this form of marketing is also used to create a social buzz for a particular brand, and one can also use such marketing technique to drive its targets to point of purchase or store of sales. As we all know that marketing if done without assessing the results and outcomes can tend to be useless or can prove itself to be very costly. Therefore, it is very important to assess the value or outcome which each activity is practiced by an organisation, in case of influencer marketing the value which the influencer marketing gives as a result can be measured in the form of Earned media value (EMV) or cost per action (CPA).

value for influencer marketing can be derived from three sources, which can be explained as:

• Consumer trust: It is the relationship which a target holds in the influencer, as this target has a level of trust in the opinion of influencer.

•  Content: It is very important for the influencer to produce the content in the original form which also should be effective and should correlate to the brand.

•  Social search:Ability of influencer to reach the targets in millions of numbers through their internet presence in form of blogs and social media.