I recently read a 60 Minutes transcript called Influencers. It is an interview with several marketing influencers discussing their experiences and what they do. One thing I observed is that this type of marketing can be organic but has the potential to be unpredictable. The videos are usually short, made on a cell phone, and may not be planned out leaving the quality lower than a television ad.

By hiring these influencers, marketing companies have used personas and realized that the particular influencer reaches their target audience through online data mining. As Logan Paul, an influencer says, “I speak the language of millennials, and they respond to my content.” (Whitaker, 2016)

These influencers can reach people that marketers can have trouble reaching. Younger audiences are more drawn to authentic sources.

Marketing perspective may impact the relationship between a company and the consumer. Using influencers can build trust with consumers. The influencers know who their audience is and exactly how to talk to them. It’s a personalized message as opposed to a sterile advertisement on tv. Using influencers also opens the dialog between consumers and companies. Marketing shapes a relationship between a company and consumer while influencing how they shop, their perceptions, and it creates a relationship between the two.

Whitaker, B. (2016, October 23). The Influencers. Cbsnews.com; CBS News. https://www.cbsnews.com/news/60-minutes-kim-kardashian-logan-paul-social-media-influencers/

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