Today, the world of marketing and sales is increasingly focused on new technologies. Indeed, questions about artificial intelligence, data (BigData, SmartData, etc.) are on everyone's lips. However, one question arises. What about the importance of humans in the purchasing journey? Is the human who is always influenced in his choices and his purchasing journey at the heart of strategies? Influencer marketing is the channel that will respond to these strategies in 2018.Humans have been accustomed since their origin to living in groups and sharing tasks. This division of labor implies that the practice of influence has certainly existed since the dawn of time. But if the art and science of influence are practiced in an assumed manner in political, military, religious or economic universes, or even in more personal environments such as the community, family or couple, it is only recently that influence has found its expression in the business world. malaysia whatsapp data
Theorized from the 1950s & 1960s, it is only since the 2000s that influencer marketing has seen growing interest from business leaders and their marketing & sales departments. Because if influencer marketing is slow and complex to implement, it is at the origin of all forms of requests that lead to sales.Influencer marketing works.
And then there is a structural reason; this type of marketing is closely linked to the development of marketing practices associated with the development of digital and the internet:
lead generation,
SEO,
social selling,
inbound marketing
The practical reason, which a recent work (1) by General Bruno Mignot illustrates very well, is that influence marketing "works". His text takes up and enriches the ideas of his previous work " Memento de stratégie d'influence à usage du dirigeant d'entreprise". We discover many concrete examples of the application of this marketing channel. And, it is good to insist that the good practice of influence marketing is not reserved for large companies with numerous resources. Influence can also be developed by SMEs. We all have in mind examples of successful launches of SME products under the noses of multinationals or candidates who prefer to join local companies rather than a large group.
This practical reason for the success of influencer marketing is complemented by a structural reason.