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The Influencer Marketing Relationship Framework
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Social media influencers have been at the peak of pop culture for the past few years, everyday people suddenly becoming celebrities and influencers for Millennials and Generation Z. Calling themselves creators, influencers now exist in every industry and have widespread, highly engaged followings; many companies are eager to work with them to build their brands. This text offers an overview of influencer marketing, focusing on collaboration between organizations and influencers. Brand managers, agency professionals, new influencers, and students will particularly benefit from this book, gaining practical advice and learning from examples in areas such as the Creator Economy, typology of influencers, and considerations for campaign design. A valuable introduction to the influencer marketing ecosystem and the influencer marketing relationships framework, Celebrity 2.0 shows how content marketing, native advertising, and influencer marketing can effectively come together. Chapter 1 explores how marketing has shifted over time, moving from traditional advertising to digital advertising. Reasons for this shift are discussed, including the need to move from "push" to "pull" strategies, the explosion of social media platforms, and the fact that people trust people more than they do organizations. The influencer marketing relationship framework is introduced, which shows how content marketing, native advertising, and influencer marketing can converge and create changes in consumer behavior. Content marketing focuses on the creation and distribution of content in order to gain and retain a specific audience; native advertising is another way of distributing content, mainly purchasing ad space; influencer marketing uses social media influencers as brand advocates-influencers who fit the target audience will probably be the most effective. Carefully integrating these three types of marketing can yield impressive results.