Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Scooped by Russ Merz, Ph.D.!

The Explosive Growth Of Influencer Marketing And What It Means For You

The Explosive Growth Of Influencer Marketing And What It Means For You | Integrated Brand Communications |

The voice of the customer has always been one of the most powerful concepts in marketing, and today’s social media platforms act as one giant megaphone for that voice.


In fact, social media has fundamentally changed the balance of power between customers and brands because it enables peer recommendations to play a much greater role in purchasing decisions. According to a McKinsey Study, marketing-inspired word-of-mouth generates more than twice the sales of paid advertising, and these customers have a 37% higher retention rate. Given the importance of peer recommendations and their amplification through social media, influencer marketing has become a widely discussed topic among marketers. This is especially true given the prevalence of influencers in the growing “millennial” and “mom” demographics.


Influencer marketing can be loosely defined as a form of marketing that identifies and targets individuals with influence over potential buyers. In the past, brands may have focused on popular bloggers and celebrities but today there is a new wave of “everyday” consumers that can have just as large of an impact.

Russ Merz, Ph.D.'s insight:

This article discusses how the concept of #influencermarketing is evolving with greater attention given less to bloggers and celebrities and more emphasis being placed on consumers that have three characteristics--audience reach, brand expertise and credibility, and strength of relationship with followers. Implications for #brands are addressed.

Karen Kerski's curator insight, September 19, 2014 11:24 AM

Social media has changed the balance of marketing power as consumers have limitless sources of information. Impactful exposure for brands has become more difficult.

Jamie Snow's curator insight, October 1, 2014 11:29 PM

This article discusses that influence media platforms have on marketing as a single voice. This is similar to integrated marketing communications as they support communication disciplines. Social media has enabled reachable and relevant information between peers. 

Scooped by Russ Merz, Ph.D.!

5 Lessons On Influencer Marketing And Brand Transparency

5 Lessons On Influencer Marketing And Brand Transparency | Integrated Brand Communications |

There are some marketing pros out there who think that influencer marketing is a game-changer. Social media has leveled the playing field so that it’s not just the Lady Gagas and Justin Biebers of the world that can influence a gaggle of girls to buy a new perfume – now everyone has the potential to become an influencer in his or her own career. Consumers trust their friends, family and advocates far more than they trust banner and TV ads, and they’re more likely to make a purchase because of a recommendation than a billboard.


As a brand champion for talent, I think it’s important to understand how influencer marketing is reshaping the way businesses market and sell their products and create brand ambassadors, so I recently sat down with three respected authorities in the field of influencer marketing.  We talked about the state of influencer marketing today, the impact that greater transparencyhas on the marketplace, and the increasing role that more transparent influencer platforms and tools will play for leaders.

Russ Merz, Ph.D.'s insight:

A good discussion of the state of #influencer marketing, the impact of transparency on the marketplace, and future role of influence for #brands.

Aviral Kochhar's curator insight, September 26, 2013 10:05 AM

This Article I have chosen is quite effective and relevant to our studies of marketing because marketing and brand transparency is quite important in today’s world. Social media has levelled the playing field so that its just not Laday Gaga’s and justin Biebers of the wold that can influenced a gaggles of girls to buy a new perfume. Social media also plays an important role in today’s marketing as its one of the major platforms which companies use to market their product. Very well said in the article that as a brand champion for a talent, I think its important to understand how influencer marketing is refreshing the way business markets and sell their products and creates brand ambassadors. I quite agree with the points mentioned in the artile as they relate to the marketing fields we have covered in our lectures.

Hendy Han's comment, September 26, 2013 5:08 PM
Great find Aviral, this article is really necessary for today company. It is extremeley important to be as transparent as possible.
Jaklin Issaeva's comment, September 26, 2013 8:15 PM
What i liked about this article is that it really puts emphasis on how the social and digital media has become to dominant communication channel, but it gives everyone (consumers, potential buyers) the opportunity to be the influencer, as positive word of mouth is one of the strongest ways to engage with a person on a personal level. someone's opinion is so much more worthy than any advertisement seen on tv because of their "own" experience with the brand. could be either positive or negative. I feel that this article has done a great job in illustrating these points and is relevant to the IMC concept because influencer marketing requires transparency in order to be successful.