Marketing Strategy
Assignment 3
In the contemporary landscape of marketing, influencer marketing has emerged as a powerful
tool for brands to connect with their target audiences through social media influencers. The
article titled "Does Influencer Marketing Really Pay Off?" by Fine F. Leung et al. sheds light on
the effectiveness of influencer marketing campaigns by identifying seven key variables that
significantly impact their success.
The first variable highlighted in the research is the number of followers. Undoubtedly, the size
of an influencer's following plays a crucial role in determining the reach and potential
engagement of a campaign. However, it's essential for marketers to not solely rely on follower
count but also consider the quality and engagement levels of the audience.
Secondly, posting frequency emerges as a vital factor influencing campaign effectiveness.
Consistency in posting can help maintain audience interest and keep the brand top-of-mind
among followers. However, excessive posting without value can lead to audience fatigue and
reduced engagement.
The third variable, follower-brand fit, emphasizes the importance of aligning the influencer's
audience with the brand's target demographic. The relevance of the influencer's followers to the
brand's product or service offering can significantly impact how well the campaign resonates
with the audience.
Moreover, the research highlights influencer originality as a crucial determinant of campaign
success. Authentic and original content tends to resonate more with audiences, fostering a sense
of trust and credibility between the influencer and their followers.
The tone and sentiment of influencer posts, often referred to as post positivity, significantly
influence audience perception and engagement. Positive messaging is instrumental in enhancing
brand perception and eliciting a favorable response from the audience. Nevertheless, it's crucial
to maintain authenticity, as excessive positivity can risk appearing insincere, potentially harming
rather than benefiting the brand.
Additionally, the inclusion of links to the brand within influencer posts is identified as a key
driver of traffic and conversions. Directing followers to the brand's website or social media
channels increases the likelihood of further engagement and potential sales.
Finally, the article speaks about announcing a new product through influencer marketing. As a
reader I assumed that this approach would generate excitement and awareness among the
audience. However, research suggests that this approach may be counterproductive. One would
assume leveraging influencers to introduce new products can amplify the reach and impact of
product launches, driving interest and demand but that is in fact not the case, the research
showed that post that were not about new products had more engagement.
In conclusion, the article provides valuable insights into the intricate dynamics of influencer
marketing campaigns. By understanding and leveraging these seven variables, marketers can
optimize their influencer strategies to achieve maximum effectiveness and ultimately reap the
benefits of influencer marketing in today's digital age.
Janet Balis's article, "Brand Marketing Through the Coronavirus Crisis," offers invaluable
insights into navigating the turbulent waters of the COVID-19 pandemic. Through a
comprehensive exploration of actionable strategies, Balis underscores the importance of
empathy, agility, and innovation in sustaining and growing brands amidst unprecedented
challenges.
The article meticulously outlines five key actions for brands to serve and grow their customer
base, mitigate risk, and prioritize the well-being of their people. Firstly, Balis emphasizes the
significance of presenting with empathy and transparency. In times of crisis, authenticity and
genuine concern for customers' welfare foster trust and loyalty. Secondly, she advocates for using
media in more agile ways, highlighting the necessity for flexibility and adaptability in marketing
strategies to resonate with consumers' evolving needs and behaviors.
Furthermore, Balis stresses the importance of associating brands with good, urging companies to
engage in corporate social responsibility initiatives aligned with their values. By contributing
positively to communities, brands not only bolster their reputation but also cultivate stronger
connections with customers. Tracking trends and building scenarios emerge as critical practices
for informed decision-making amidst uncertainty. By staying attuned to market shifts and
proactively adjusting strategies, brands can stay ahead of the curve.
Equally significant is the adaptation to new ways of working to ensure uninterrupted service
delivery. Embracing innovation and leveraging technology are pivotal in maintaining operational
continuity and meeting customer expectations. Looking towards the future, Balis outlines three
essential strategies for planning beyond the crisis. Understanding the impact of business
interruption and developing contingency plans are paramount for resilience. Additionally, leaning
into digital transformation initiatives and prioritizing the customer experience are crucial for
long-term success.
In conclusion, "Brand Marketing Through the Coronavirus Crisis" provides a comprehensive
roadmap for brands to navigate the complexities of the pandemic and emerge stronger on the
other side. By embracing empathy, agility, and innovation, brands can not only weather the storm
but also seize opportunities for growth and transformation in the post-pandemic landscape.
Balis's insights serve as a guiding light for brands seeking to thrive amidst adversity and
uncertainty.
