JUNE - 2023MARTECHOUTLOOK.COM19CXO INSIGHTSTHE POWER OF INFLUENCER MARKETINGBy Ali Ozbay, Regional Director of Marketing & Communications, Gulf Countries, Rixos Hotels GulfAli OzbayBetween the 1950s and the 1990s, traditional marketing was dependent on one main principle Interruption. I had to come up with a decent product or a service, and then I had to find a way to push it out through TV commercials, magazine ads, phone calls, etc. Publishers and mass media had all the control and power because they had the distribution. When we entered the digital era, or when the internet took over, this power disappeared or changed hands.A new form of marketing emerged. Content Marketing came into play. Brands started controlling and creating their own channels and collaborating with different partners to support their products and services. The rise of social media brought new players into the game. With the help of brands, a new breed of people emerged as Influencers. They built up a loyal following and gained their trust along the way. (I'm talking about valuable and genuine Influencers, there is much deadwood out there as well)When you think of it, it could be a mass approach, or it could also be a niche one. It all depends on your targeting strategy. When it relies on trust and authority, followers trust their leader and their decision & choice. Last but not least, influencer marketing could enhance brand awareness and reach on a personal level.Influencer marketing emerged after the rise of social media, and a new breed of people emerged into our lives. This new breed has capitalized on the power of content marketing and shifted focus on creating relevant, timely and valuable content. They started building up a loyal following by talking about experiences and sharing knowledge that would appeal to people with similar preferences. Shortly after, they had the power to affect their followers' purchasing decisions.
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