Influencer marketing

A form of marketing based on the influence that some subjects are able to exercise.

Today, with the advent of social media, an increasing number of opinion leader have made their way  – blogger, youtubers, instagrammer, Twitter users, Facebook pages – they exercise a true “social influence” through the sharing of messages with their audience. Messages that significantly affect the visibility of a brand, the actions of followers/fans and their purchasing decisions.

Companies have totally redefined the way they can influence and involve their target market, to the point that influencer marketing plan have taken on strategic importance for many web marketers.

For Lovemark it is essential to define, together with the customer, the communication objectives to be achieved and identify the influencers who can best respond to the need. To make some examples, the launch of a new product must be oriented towards buzz generation and creating interests, as well as involving early adopters to obtain insight and increase the network of supporters of a new product or service. The promotion of an event aims to extend the scope of the event, whether it’s about online registrations, bookings or even online engagement of influencers during the event itself. From this perspective, not all influencers have a following, a digital presence, a style that suits similar purposes. The promotion of an event, on the other hand, aims to broaden the scope of the event, whether it is online registrations, bookings or even the live involvement of influencers during the event itself. From this perspective, not all influencers have a following, a digital presence, a content style that suits similar purposes.

Lovemark supports companies in the choice of the most suitable personalities for their business and strategic characteristics.

The ways in which you can delineate the influencers are many and Lovemark is inspired by the rule of the four R:

  • Reach: which is the number of fan/follower an influencer turns to through social networks. However, selecting an influencer only on the basis of this parameter could be restrictive because a wide audience can also include users who are not interestes in the brand or who do not present the socio-demographic features that interest the company.
  • Relevance: responds to a clear need of communication focusing based on the actual relevance that a brand has compared to an audience, at the same time, to the relevance of the influencer compared to its audience.
  • Resonance: there is no resonance without relevance. Resonance is the ability to evoke feelings, emotions or values that are shared as much by the influencer as by his base of followers to the point of guiding their behavior.
  • Relationship: each brand must consider the type of relationship it inteds to establish with its influencers, whether it is a mere relationship based on affinity or on a more structured one-to-one relationship. It is important that a sort of pact or agreement is established between the brand and the influencer, which clearly defines the objectives and purposes of the relationship.

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