influencer marketing future

Today, as marketing continues to shift to include more targeted digital elements, supplementing or replacing traditional mass media marketing, influencer marketing is becoming a more important component. It’s popular, because it works. But, as we all know, markets aren’t stagnant. Consumer habits and tastes will shift, and, when they do, what happens to what’s hot today? What is the future of influencer marketing?

While no one has a crystal ball to predict the future, it’s highly likely that influencer marketing will continue on an upward trend. The method will continue to be effective, both in bringing attention to a brand, as well as increasing sales and consumer brand loyalty. This is due to several factors, but three of the most important are that influencer marketing creates natural engagement, it’s inherently connective, and it’s easily measurable.

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Influencer marketing creates natural engagement, because it takes advantage of all the best aspects of social media. It’s easy to join up, simple to become part of something, and strangers quickly meet a lot of people who share at least some of their interests. These common interests create immediate affinity. Combine that with the back-and-forth with the influencer, and the motive to stay engaged is amplified.

Influencer marketing is also connective, because, as these strangers get to know each other, they want to share their interactions with people who share their interests but are outside the group. Thus, they build deeper relationships with people they meet online away from that platform, or the platform that brought them together becomes a nominal factor in what’s keeping them connected.

Effective influencers also deepen the connection between the brand and their followers. They put a personal, recognizable face on the brand, giving consumers a personal, emotional reason to give that brand more attention.

One of the primary complaints about mobile or digital marketing, is that people think it’s difficult to measure. It’s hard to know how effective campaign elements are, which makes it difficult to know when, where, and how to course correct. That’s becoming less the case just about every day, and it’s certainly not the case with influencer marketing.

Influencers can be measured by the number of fans or followers, the number of times they post, and the responses to those interactions – but how are fans and followers responding? Are brands noticing an uptick in sales, searches, or touches that corresponds with mentions by the influencer? If so, there’s likely a connection. Brands can also look at how engaged the fans are. Are they commenting on or sharing the content offered by the influencer? If so, how often? What kind of content is being shared more? Why? All of these important questions can create a detailed picture of how effective the influencer is.

As it becomes easier to attain accurate metrics to gauge and rate influencer marketing efforts, it’s likely that this method of digital marketing will continue to grow, both in popularity and effectiveness.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.