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How did that happen? The rise of influencer marketing

  • News
  • October 20, 2017
  • Courtney Devereux
How did that happen? The rise of influencer marketing

‘Influencer’ marketing is making use of well-known people on the Internet to market your product or service. These influencers are people with a huge follower base and authority to influence their fans or followers in some way. From clothes to make-up, tampons to towels, any kind of company can easily select and use an influencer for any campaign or product and see results.

You may be thinking to yourself – ‘influencer marketing is nothing new’. And you’d be right to think so. The act of using highly regarded and influential individuals to endorse consumer goods and services has been around for centuries, most recognisably when popular celebrities feature in advertising campaigns.

But something has changed recently that has sent shockwaves through the marketing world. This is, put simply, that the current influencers brands are able to work with are infinitely more humanised, approachable and accessible than ever before.

Influencers were discovered largely thanks to the power of social media. And with consumers now spending up to five hours a day on mobile devices (and over half of this time interacting on social media platforms), influencers are evolving as key opinion leaders for specific niche groups, attracting intimate, interested and engaged followings.

It is not surprising brands have tapped into the massive market in order to get their message across. Instagram has over 700 million users, sees 95 million photos and videos per day and users ‘like’ 4.2 billion posts per day.

It’s no surprise these platforms have become host to a significant number of marketing activations. Influencer marketing is generating a mammoth return for companies by connecting brands to individuals in a personal and powerful way. It’s the digital version of word-of-mouth. These influencer-led endorsements are considered trustworthy, authoritative and exponentially more effective than traditional advertising mediums.

According to Google statistics, in the last 12 months alone there has been a 325 percent increase in searches for ‘influencer marketing’. Results from a survey of 272 marketing managers surveyed online globally in 2017 said influencer marketing is the fastest-growing online customer-acquisition method.

Also according to this survey, 37 percent of brands now dedicate a budget for this type of marketing with a 67 percent chance to increase this budget over the next 12 months.

Influencers are seen as more ‘relatable’ than a standard celebrity, which can be why consumers look to them for trusted products and authenticity of sale.

Over the next few years, more and more brands will begin to align themselves with social media influencers as a result of customers expressing an increasing preference for 'authentic' opinion over and above the voice of the brand itself.

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Enhancing the experience: A growing demand

  • Design
  • November 22, 2017
  • Courtney Devereux
Enhancing the experience: A growing demand

Some commentators think food and integrated hospitality offerings will save brick and mortar retail from obsolescence in the age of ecommerce. But does catering to the consumer’s every need result in sales, or are shoppers moving on without making a purchase? In the Enhancing the experience series Courtney Devereux looks into why these two different sectors are working together.

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Kiwi retailers cash in on Singles’ Day

  • News
  • November 21, 2017
  • Sarah Dunn
Kiwi retailers cash in on Singles’ Day

The Chinese holiday Singles’ Day, popularised by Alibaba as the ’11.11 Global Shopping Festival’, is now the biggest sale event in the world. Alibaba reports that US$25.3 billion of gross merchandise volume was settled during the 24 hours of Singles’ Day this year. Not all of that went to Chinese retailers, however – a handful of Kiwis made the most of the opportunity.

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Updated: Noel Leeming launches a dedicated after-purchase services division

  • Technology
  • November 20, 2017
  • Sarah Dunn
Updated: Noel Leeming launches a dedicated after-purchase services division

The Warehouse Group’s electronics retailer Noel Leeming has been looking at expanding its focus on services this year. Now, it’s launched a dedicated after-purchase services division: MyTechSolution. The change also means that customers will be charged for access to Noel Leeming's helpdesk if the request goes beyond a "quick fix".

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Cameras aren’t just for security anymore

  • In Association with Axis Communications / Sektor
  • November 20, 2017
Cameras aren’t just for security anymore

In-store video cameras revolutionised loss prevention when they first became available to retailers, but as camera technology continues to evolve, they can now provide a plethora of data that supports better business decisions.

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