Marketing Perspective

 MARKETING PERSPECTIVE 

By Chloe Croteau

I think we can all agree social media becomes more consuming each year. It is astonishing how quick influencers rise to fame. When an influencer becomes popular, everyone is so quick to watch their every more, buy the same clothes, and eat the same food as them. Many influencers have hundreds of thousands of followers, and receive millions of views. They make a post regarding their every move. 

After reading the 60 Minute transcript about influencers, I realized just how much of an impact these people make on everyday life. I recognized Logan Paul, Andrew Bachelor, "King Bach",  and Kim Kardashian. Logan Paul and King Bach started their rise to fame on Vine, and have kept it going to the new Vine-like app, Tin-Tok. I know Kim Kardashian from Keeping up with the Kardashians. These three influencers have gotten a view or like from me more times than I can count. It is crazy how their rise to fame started from just living their life, and now if they tell you to go get a taco from Taco Bell, most will start their car. 

• What do you notice about this type of marketing?
• This type of marketing has grown extremely popular in the last couple years. Companies are catching on to consumers wanting whatever their favorite influencers have, and they are using it to their advantage. This type of marketing seems to work very well for the companies utilizing it. Who wouldn't want to buy The Coldest Water Bottle after they saw it in their favorite influencers 60 second video? It's cool now! Although this type of marketing isn't cheap, since Logan Paul stated he got paid $200,000 for making a video, it works. Companies are seeing that they have to spend money to make money. And lots of it. 
• What strategies are they employing?
• Companies are employing brand familiarity to promote their product. When an influencer is promoting a brand that already has some type of popularity, the consumer wants it that much more when its seen on Tik Tok, Instagram, etc, worn by their favorite influencer. Another strategy they are employing is being relatable. The brand conforms to the influencers "brand". For example, if a fitness influencer is promoting a water bottle, the brand will be seen as a fitness product, which attracts many more consumers than if they just promoted it as a nice water bottle. 
• What role do these influencers play in marketing?
• These influencers play a huge key role in marketing. They are literally a moving billboard. When a consumer sees someone on their social media feed wearing a hoodie from a small business, all the comments are, "where did you get that hoodie?" Boom. Job done. It's linked in their page, and the business' sales rise just because the influencer wore the hoodie in a 60 second video. They play a huge role in marketing a now days, since social media is so popular now. 
• How does the use of marketing perspective impact the relationship between the company and consumer?
• The use of marketing perspective impacts the relationship between the company and the consumer because it creates a relationship. When the consumer owns something that an influencer also owns, they feel that they have something in common with this famous influencer. This builds a relationship between the company and consumer since the company just gained a new customer. Chances are, they buy one product from the company due to a social media post, and if they like it, they continue to purchase from this company. Just like that, a consumer-seller relationship is formed.