Influencer marketing vs Traditional Advertising
This article displays the different benefits of influencer marketing in comparison with traditional advertising.
In the age of digital marketing, brands can spread their advertising budget in different media. They have the choice between:
· The so-called traditional advertising, either the one which is broadcasted on television, radio, or on websites, the one which is displayed on billboards or the one published in the press.
· Influencer marketing, via social networks and blogs.
A question then arises for brands: why choose influential marketing over traditional advertising for its communication campaign?
Influencer marketing and traditional advertising: different objectives
The practice of influencer marketing and traditional advertising are not the same because these two forms of communication do not have the same objectives.
Traditional advertising aims to promote, to work on brand awareness or to convey a message. It does not specifically establish a link with its consumer, at least not an interaction with him. For example, taking a Hollywood star in a TV commercial does not allow the consumer to project with the product because the star is too far from his reality and his daily life.
On the other hand, influence marketing will create a link, a closeness to the consumer, to the point where the latter can even consider the influencer as his best friend. The latter tells a true story, an experience lived or tested personally. Therefore, there is no actor who plays a role like on television or on websites, nor a loud voice on the radio or a picture 100 times retouched in a magazine. With marketing influence, it is a real person who talks directly about his experience with the brand.
Influencer marketing: better targeted communication than traditional advertising
People with ages between 15 and 25 are very connected on social networks to follow influencers. In parallel, they watch less and less television, they no longer listen to the radio because Apple Music and Spotify have taken over. The targets, which are therefore inaccessible for traditional advertising, are attainable by influence marketing.
Influence marketing is ultimately a word-of-mouth marketing and the power of recommendation of a loved one or a person who is considered close is much more effective than a promotion by a well-paid star. It also allows to know more about the product, which is now very important for consumers.
Influential marketing therefore has a stronger impact on brand targets that choose this form of communication, having a generating impact of commitment and specially to reach an inaccessible audience. And all for a much lower budget than the one used by traditional advertising.
Influencer marketing: an audience more easily measurable than that of traditional advertising
Influencer marketing is a digital form of marketing: it is therefore traceable. Thanks to the EMV (Earned Media Value), it is easily possible to calculate the power of influence and thus to accurately estimate the impact of a campaign.