Trend 2018: Influencer Marketing

Influencer Marketing kann als einer der wichtigsten Marketingtrends in 2018 gesehen werden. Was hat der Begriff „Influencer Marketing“ auf sich? Mit dieser speziellen Marketingform ist gemeint, dass Produkte oder Dienstleistungen über entsprechende Influencer beworben werden. Zu Influencern gehören einflussreiche Blogger, Instagrammer, YouTuber und Journalisten sowie sonstige Multiplikatoren. Aber auch Stars und Prominente gehören zu diesem Personenkreis. Jene hiesige Personengruppe und deren Einflussnahme waren bislang vorherrschend. Unternehmen nutzten diese berühmten Persönlichkeiten beispielsweise für Werbespots im TV und Radio, um ihre Produkte bekannter werden zu lassen. Dies hat sich hat sich zusehends aufgeweicht und populäre Social-Media-Stars sind hinzugekommen. Beispielsweise hat die italienische Influencerin Chiara Ferragni 12 Millionen Follower auf ihrem erfolgreichen Fashion Blog. Seit neun Jahren betreibt sie diesen mit Namen “The Blonde Salad”. Dies zeigt den Trend, dass sich die Leser- bzw. Hörerschaft von TV und Radio weiter ins Internet verlegt. Weiterhin belegt dies ebenso, dass neue Stars hinzugekommen sind, die circa zehn Jahre zuvor so nicht denkbar gewesen wären. Dieser Trend ist aber nicht ohne Grund so. Zunehmend sind die Fans bzw. die Leserschaft nach den ganzen Fake-Skandalen kritischer geworden. Sie glauben nicht unbedingt und uneingeschränkt allen Informationen. Renommierte Medien werden als wahrheitsnähe Medien respektiert und diesen mehr vertraut.

Für Unternehmen fordert das Influencer Marketing nicht nur eine große Umstellung ihrer Maßnahmen, sondern hat auch gewisse Chancen in dem medialen Wandel von TV zu Internet. Sie können mittels der Influencer trotzdem oder sogar gerade wegen dieser Persönlichkeiten ihre Zielgruppe erreichen. Selbst Nischenprodukte sind so leichter zu platzieren und können ebenso von den potentiellen Kunden wahrgenommen werden. Studien unter den Followern belegen, dass mit diesen Marketing- bzw. Werbemaßnahmen die klassischen Marketingeffekte erzielt werden können:

– Gewinnung von Aufmerksamkeit für Produkte und Dienstleistungen

– Markenbekanntheit wird gesteigert

– Verbesserung der zentralen Imagedimensionen

– Schaffung konkreter Handlungsimpulse in Form von Kauf oder Weiterempfehlung

Neben diesen Influencern darf allerdings eine wichtige Influencer-Gruppe nicht unerwähnt bleiben: Immerhin gehört die Familie und der Freundeskreis weiterhin zu einem starken Beeinflussungsfaktor dazu.

36 thoughts on “Trend 2018: Influencer Marketing

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