Does Influencer Marketing Make Traditional PR & Marketing Communications Obsolete?
Is "influencer marketing" new? Do influencers make traditional public relations and marketing communications obsolete? These are questions Abbie Fink and Adrian McIntyre discuss in today's episode. Merriam-Webster defines influence as "the power or capacity of causing an effect in indirect or intangible ways." In marketing, the use of "influencers" existed long before the digital era. Any celebrity, athlete, public figure, or scientific expert who could influence a buyer's decision was (and is) considered an influencer. But the rise of social media influencers with their own audience or following -- usually on platforms such as Instagram, YouTube, TikTok, Facebook, LinkedIn, Pinterest, etc -- has begun to change the way companies and marketing agencies alike think about the marketing mix. Influencer marketing is a strategy and a tactic, not unlike other marketing communications tactics. You still have to have a good story to tell, good content to share, and a good understanding of your target audience. Additional Resources "Is Influencer Marketing Just the New Celebrity Endorsement?" by Marissa Baker "Reaching Gen Z in 2021" by Justin Liggin "Mega-Influencers vs. Micro-Influencers" by Autumn Jarrett "Insights from Influencer Report" by Alison Bailin "Influencer Marketing 101 – Making Powerful Connections" by Rachel Brockway Copper State of Mind is a project of HMA Public Relations, a full-service public relations and marketing communications firm in Phoenix. The show is recorded and produced in the studio of PHX.fm, the leading independent B2B online radio station and podcast studio in Arizona.