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.!

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.
Scooped by Russ Merz, Ph.D.!

Brands Need to be Transparent When Obtaining Customer Data |

Brands Need to be Transparent When Obtaining Customer Data | | Integrated Brand Communications |

Brands want and need voluminous amounts of customer data to create more personalized experiences. But, the dilemma brands face is 29% of loyalty program members say one of the barriers to enrollment is marketers require too much information, according to the 2013 Maritz Loyalty Report, while 24% also cite privacy as a barrier.


What can brands to solve this data acquisition/customer privacy puzzle? Be transparent.


Julia McFarland's curator insight, May 15, 2013 10:53 PM

Good advice here. Transparency is key.