Influencer Marketing - this is how advertising works today

Influencer Marketing – Captivating with Emotion

Influencer Marketing by dietz.digital from Frankfurt am Main: We manage brands in the influencer channel nationwide. This form of advertising, whether referred to as influencer marketing as a general term or written as two words, has been revolutionizing the way brands and their testimonials operate in the digital channel for quite some time.

What is special about influencer marketing?

Social media marketing is the channel where the target groups of many industries exchange, form peer groups, and seek identification with topics, people, or interests today. Related to content marketing, the social media sector is no longer just a digital exchange platform. Social media is increasingly becoming what the name suggests, a bridge between people and individual interests.

Here, wishes, longings, supposed secrets, and love stories meet. It is the emotional ground for what we, as social beings, are seeking. Recognition, awareness, and vanity intertwine and blend into a "glue" that one cannot let go of.

Just to make it clear at this point. No one is safe from this glue, and the potential for addiction is enormous. This applies not only to teens and young adults but also to people of all age groups, unless they generally reject digital channels for ideological or other reasons.

The influencers significantly enhance this glue because they give the message a face, a feeling, and real life. Celebrated in the channel, supported by stories and activated by recognition through followers & Co.

What do I need to consider as an advertiser if I want to be successful?

A lot. Generally, it starts with understanding the mechanics and effects. The discussions about influencer marketing often remind me of Twitter. Twitter was often talked about, a lot of technical jargon was discussed, but no one wanted to admit that not everything behind it is understood. So, first educate and check for understanding.

As a result, it is classic marketing work. Define goals (KPIs), narrow down target groups, and realize that the style of communication and thus the creation can be entirely different. There won't be days of crafting a headline and debating the copy; art buyers won't be sent out to cast images, only to discuss them in a digital lightbox in the team, etc. (That takes a few days again).

It is more about the moment of inspiration and the spontaneous idea, framed by a digital strategy that also incorporates the selection of influencers or multiple micro-influencers. This often includes live events and actions that involve the influencer as a crucial part of the communication strategy.

Which industries are made for influencer marketing?

The industry potential is enormous. More and more sectors are discovering this form of advertising for themselves. Naturally, all industries that offer emotionally charged products or services are made for influencer marketing. Beauty, especially skincare brands at the moment, fragrances, automotive brands, fashion, sports, food, art, and music. Certainly not a complete listing, but it shows where the effect is strongest.

Nonetheless, more and more industries are discovering it, even those whose products do not taste, smell, or look good in any way. For example, the energy sector, banks, or various areas of infrastructure.

A critical look at influencer marketing...

Of course, this channel also must be critically examined or at least questioned in many areas. Influencers are people of public interest, whether one likes it or not, whether one identifies with it or not.

Why should I engage dietz.digital?

As a digital agency, we focus on influencer marketing. We take care of all creative services, from the idea of posts and stories to the developed editorial plan. We produce our own content, including video in-house, or take on customer content and optimize it if necessary.

We manage the channels in the Facebook Business Manager and control the complete ad management. Additionally, we are proficient in the Google Marketing Platform, thus expanding the scope into display and text advertising (Adwords) anytime.

Influencer research, micro-influencer research, and the entire communication, briefing, and support for influencers are handled by our account team.

At dietz.digital, you receive management of the channels including all services related to media and targeting. Thus, you have one contact person and do not need to coordinate multiple agencies. Analytics and evaluation are also included.

It is always important for us to convey how significant it is that the agency is creatively strong and technically proficient. Many services in the advertising environment have become highly technical and require a high level of know-how, also in the area of search engine marketing. The agency must have both creative forces and experts in code & content.