Marketing as a business function seamlessly combines both creative and strategic thinking; creative because to stand out against your competitors, you must strike the right balance between achieving a sense of familiarity to your customers, while remaining differentiated; strategic because it must make sense- you cannot let creativity run free and lose sight of your business objectives or what your competitors are doing.
This desire to remain strategic yet foster creativity in our marketing means that marketers are always trying to remain dynamic and keep up to date with new and exciting marketing opportunities, all while battling the struggle to part with the more traditional marketing activities with a proven track record. Marketing trends are ever-changing as consumers change the way in which they vet brands and approach their decision process. An example of this is PPC (Pay Per Click); this is a marketing activity with bundles of popularity and success stories in the industry, but as of late there has been an increased interest in whether influencer marketing trumps PPC due to consumers’ ever-increasing scepticism towards paid media and traditional advertising, leaving them to favour word of mouth (WOM) and earned media.
Both PPC and influencer marketing are in their own right very powerful marketing tactics; it is important for marketers to understand their brand and industry sector in isolation and not get too wrapped up in where the marketing industry as a whole is headed; each industry and brand is different, with varied offerings, consumers and customer experiences. Therefore, we’ve laid out the pros and cons for both influencer marketing and PPC so that you, as a marketer, can come to an informed conclusion of which tactic is best for you.
INFLUENCER MARKETING: THE PROS
Influencer marketing drives sales
The concept of PPC is to drive clicks; you’re exposing your brand to potential prospects in the hope that they engage with your advert- however, there are no guarantees that the click will convert. Influencer marketing works to increase product interest and conversion rates, by leveraging an individual’s influence amongst their community. It’s all about looking at the sales cycle as a psychological process; the power of influence and persuasion to get potential clients over the line. Influencer marketing drives a better quality customer than PPC to your website, as they are further along in their buying cycle and are more likely to consider and purchase due to the third party influence.
Customers choose to consume influencers’ content
The reason the above works so well is that if a customer is being exposed to an influencer’s content, then they are familiar with them and follow them. So, they have consciously made a decision to consume that content which is half the battle won. PPC ads, while targeted and usually carefully executed, cannot be guaranteed to be relevant or of interest to the readers.
Influencer marketing has better ROI
Influencer marketing has a superior ROI compared to PPC; $6.50 in revenue for every $1 spent. When it comes to a PPC campaign, PowerTraffic states that brands make $3 in revenue on every $1.60 they spend on AdWords. Another study found that influencer campaigns bring in 11 times the ROI of traditional advertising. Ultimately what this means is, with influencer marketing, you can invest sufficiently less to gain a sufficiently higher return- a stat which will resonate with every senior manager.
This desire to remain strategic yet foster creativity in our marketing means that marketers are always trying to remain dynamic and keep up to date with new and exciting marketing opportunities, all while battling the struggle to part with the more traditional marketing activities with a proven track record. Marketing trends are ever-changing as consumers change the way in which they vet brands and approach their decision process. An example of this is PPC (Pay Per Click); this is a marketing activity with bundles of popularity and success stories in the industry, but as of late there has been an increased interest in whether influencer marketing trumps PPC due to consumers’ ever-increasing scepticism towards paid media and traditional advertising, leaving them to favour word of mouth (WOM) and earned media.
Both PPC and influencer marketing are in their own right very powerful marketing tactics; it is important for marketers to understand their brand and industry sector in isolation and not get too wrapped up in where the marketing industry as a whole is headed; each industry and brand is different, with varied offerings, consumers and customer experiences. Therefore, we’ve laid out the pros and cons for both influencer marketing and PPC so that you, as a marketer, can come to an informed conclusion of which tactic is best for you.
INFLUENCER MARKETING: THE PROS
Influencer marketing drives sales
The concept of PPC is to drive clicks; you’re exposing your brand to potential prospects in the hope that they engage with your advert- however, there are no guarantees that the click will convert. Influencer marketing works to increase product interest and conversion rates, by leveraging an individual’s influence amongst their community. It’s all about looking at the sales cycle as a psychological process; the power of influence and persuasion to get potential clients over the line. Influencer marketing drives a better quality customer than PPC to your website, as they are further along in their buying cycle and are more likely to consider and purchase due to the third party influence.
Customers choose to consume influencers’ content
The reason the above works so well is that if a customer is being exposed to an influencer’s content, then they are familiar with them and follow them. So, they have consciously made a decision to consume that content which is half the battle won. PPC ads, while targeted and usually carefully executed, cannot be guaranteed to be relevant or of interest to the readers.
Influencer marketing has better ROI
Influencer marketing has a superior ROI compared to PPC; $6.50 in revenue for every $1 spent. When it comes to a PPC campaign, PowerTraffic states that brands make $3 in revenue on every $1.60 they spend on AdWords. Another study found that influencer campaigns bring in 11 times the ROI of traditional advertising. Ultimately what this means is, with influencer marketing, you can invest sufficiently less to gain a sufficiently higher return- a stat which will resonate with every senior manager.
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