How Influence Has Changed in the Digital Age

By Kimberlee Morrison Comment

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Influencer marketing is all the rage right now, and according to a Tomoson study, it has become the fastest growing customer acquisition method online. A report from TapInfluence, a marketplace connecting brands with influencers, created with interactive content marketing platform Ceros, outlines the history and the impact of the rise of digital influencers.

For marketers, social and digital media have rendered traditional advertising tactics less effective than before. What’s more, data has enabled marketers to measure and optimize their efforts. It’s a good thing too, because social media has put more power in the hands of consumers both to dictate how marketing channels are used and in terms of how they influence others.

According to the report:

Realizing they need to collaborate with consumers is a difficult shift for marketers.

Social media influencers started out as regular people, but built a following by sharing their passions and insights. Blogs used to be the dominant channel, but the rise in visual content has moved influencers and audiences to platforms like Pinterest, Instagram and Vine. Other shifts include how influencers monetize their content, the target demographic and the focus on quality content.

Even when they end up buying in store, today’s consumers do online research before making a final purchasing decision. And they are no longer passive consumers of advertising; instead dictating which messaging they engage with and where. This includes valuing authenticity and peer messaging over brand messaging, and interfacing with content on mobile devices.

Check out the full report for more insights.

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