Question

Identify one strength and one weakness of influencer marketing other than those in the textbook. Given those answers, is influencer marketing effective? Why?

Two Paragraph Answer needed.

Answer 1

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Influencers are those individuals that have the power to affect the purchasing power of others owing to their authority, knowledge, leadership or relationship. Influencer marketing involves the collaboration of brands with influencers to market their products or services.

The strength of influencer marketing is that it reduces the time spent on marketing. Influencer marketing doesn't require content creation as the influencer themselves are know the best way to create content that best appeals their followers

The weakness of influencer marketing is that it is difficult to track, measure the impact and results of an influencer marketing campaign.

In today's world influencer marketing is highly effective. Unlike yesteryears when television, radio and newspaper were only key media platforms, today with the advent of the internet and multiple social media sites consumers have increasing control over the content they want to view. This makes it difficult for brands to reach their consumers who are spread over so many platforms and pages. Influencer marketing acts as a solution to this problem. Brands can now target the influencers and the influencers will do the rest of the job. Moreover, consumers are becoming informed and increasingly sceptical about communications sent by brands. When communication is, on the other hand, endorsed or initiated by influencers, consumers are more receptive towards it and hence conversion rates are higher.