A strong trend in the world of marketing communications is the reliance on influencers to help build a brand’s following. Consider the following examples:
Resources:
- How to Leverage Influencer Marketing
- Bogi’s Garage
- Kid Influencers – CBS News
- Top YouTube Fashion Influencers
Discussion Questions:
- Watch the first video. Relate the content to the buying decision-making process. At what stage do influencers hold the most influence?
- Go to Bogi’s Garage. What types of products does she endorse? What gives her credibility in the world of influencers?
- Examine the CBS News story regarding kid influencers. What is your reaction, from a personal, social, and marketing perspective?
- View the YouTube Fashion Influencers video. Are there common characteristics among the influencers? How could a company take advantage of their influence in a marketing communications program?
- What do you believe is the future of influencer marketing? Defend your answer.
Clow/Baack 