IAN IRVING
MICRO VS.
MACRO
THE PHYSICAL AND DIGITAL BATTLE FOR CONSUMERS RAGES ON.
CONSUMER BEHAVIOUR IS CHANGING SO FAST AND SO OFTEN THAT BRANDS
AND AGENCIES STRUGGLE TO KEEP UP.
WE LIVE IN A TIME WHEN EVERYONE
WANTS TO BE DESIRED.
WE LIVE IN A TIME WHEN EVERYONE WANTS TO BE INFLUENCED AND TO BE AN
INFLUENCER.
BUT…THE SWEET SPOT FOR INFLUENCER MARKETING IS
NOT COVETING AN EXPENSIVE CELEBRITY ENDORSEMENT.
(THIS IS VERY MUCH OLD SCHOOL 90S, 00’SMARKETING)
CONSUMERS ARE SMART THEY SEE THROUGH THOSE VEILED BRAND
ENDORSEMENTS BY CELEBRITIES.
POWER TO THE PEOPLE THE RISE AND RISE AND RISE OF THE
‘MICRO-INFLUENCER’
MICRO-INFLUENCERS ARE NOT TRADITIONAL CELEBRITIES, BUT RATHER INDIVIDUALS WHO WORK OR PLAY IN THEIR CATEGORY OR ARE
TRULY KNOWLEDGEABLE.
“MICRO-INFLUENCERS GET AN AVERAGE OF TWO-TO-FIVE TIMES
MORE ORGANIC ENGAGEMENT PER INSTAGRAM POST, COMPARED TO THOSE WITH MORE THAN 100,000
FOLLOWERS”
THEY ARE PASSIONATE AND AUTHENTIC, AND ARE
SEEN AS A TRUSTED SOURCE WHEN IT COMES TO RECOMMENDATIONS
FOR WHAT TO BUY.
SOCIAL MEDIA INFLUENCERS ARE THE NEW “MEDIA
MOGULS”
THEY ARE ALSO TALENTED
MARKETERS.
COMPARED TO TRADITIONAL INFLUENCER MARKETING… WORKING HAND-IN-HAND WITH MICRO INFLUENCERS IS
MORE LABOUR-INTENSIVE.
HENCE TAKUMI.
THE CONSUMER IS SHARPER THAN EVER AND MORE DEMANDING THAN EVER.
CONTEXT IS KING!
SOCIAL IS NO LONGER A “ME TOO” CHANNEL FOR BRANDS, BRANDS CAN NO
LONGER AFFORD THE RISK OF PITHY CONTENT POSTING.
“YOUR BRAND IS NO LONGER WHAT YOU SAY IT IS, ITS WHAT THE
CONSUMER SAYS IT IS”
YAWN!
ARE INFLUENCERS DRIVING AGENCY CREATIVE?
AGENCIES ARE INCREASINGLY BEING INFLUENCED BY INFLUENCERS…
TESCO #get in my basket” HEINZ #cupsong
PLEASE, PLEASE ASSUME NOTHING!
THE MORE THE CONSUMER BAFFLES US WITH THEIR EVER CHANGING
BEHAVIOURS.
THE MORE IMPORTANT DATA BECOMES.
SOCIAL MEDIA NEEDS PURPOSE, SOCIAL MEDIA DATA IS DRIVING A SEISMIC SHIFT IN VALUE, AND BRANDS ARE INVESTING
HEAVILY IN DATA LISTENING.
INCREASINGLY, DATA IS DRIVING SOCIAL CAMPAIGNS, CREATIVITY BORN OUT OF DATA INSIGHT IS GIVING SOCIAL MEDIA
MORE PURPOSE.
IF YOU EMBRACE INFLUENCE AND UNDERSTAND CONSUMER PASSION, ONLY THEN
WILL YOU BE ON THE CORRECT PATH TO DEEPER AND MORE MEANINGFUL CUSTOMER
RELATIONSHIPS.
THANK YOU.