The era of traditional means of advertising is dwindling as the age of digital means with the aid of trends and influencers are on the rise, we now live in a technology dependent world where we resort to the internet with whatever questions or needs we have. One major reason why digital marketing is taking over is because it grants direct access to the audience; it has enabled businesses interact with targeted audiences in real time unlike that of the traditional means.
Of course, there are a certain percentage of people who do not use the internet or will not be affected by the use of trends or influencers; however, a considerable chunk of the population is regularly using the Internet for multiple purposes, including making their day-to-day transactions.
Let me take you back to what the traditional means of advertising involves; the traditional marketing falls under print (paper), broadcast (television and radio, etc.), direct mail (postcards, letters, etc.) and telephone (telemarketing, sms marketing, etc.) and Outdoor (billboards, fliers, etc.). Traditional marketing may have evolved over the past few decades, but the fundamental aspects remain the same, which is why it’s important to consider the drawbacks of traditional marketing,
- It has Little or no Interaction with its audience
- Products and services once executed for adverts cannot be updated
- Higher Costs
- you cannot go after targeted customers
- Your results cannot be measured easily and efficiently.
Today, technology has grown and is enabling businesses to connect to their audience like never before. However, with digital marketing, when you launch an online marketing campaign, you can effortlessly identify where you are going wrong, you can reach out to your target market and the right people, connect with prospects and convert more of them into customers/clients, it is more affordable, you can literally follow them around the Internet with re-targeting, Geo-targeting and other tools and following what trends on digital platforms
Business owners no longer need to buy ad space, but rather needs an ad strategy that plugs you into the daily lives of the people you select based on age, interests and/or any other parameters you choose, this alone makes digital marketing much better than its traditional counterpart.
We can all agree that the digital space has taken over our lives and social networking has been expanding quickly over the globe, people spend more time online liking posts on Facebook, sharing tweets, posting photos on Instagram etc. There are currently over 2.6 Billion active Social Media users in the world and 0ver 1.9 Billion active mobile social users, hence the use of social media influencers and trends.
Influencer marketing is the ability to reach out to a new audience through the influences platforms from blogs, websites and Social Media profiles making him a social media influencer. A social media Influencer is simply a person who can influence other people with their huge follower-ship base and engagements through YouTube, Facebook, twitter, Instagram, Whats-app, snap-chat etc.
Usually, a potential customer is most likely to get influenced by someone close to him as a friend, family or someone he just admires. However, in the digital world it is extending beyond that, into the age of social influencers influencing through trends, questionnaires, jokes, funny videos, pictures, hashtags, creativity etc. for example influencers like Maraji, Tunde Ednut, Laura Ikeji, Its_okay, Pamilerin, Lazywrita and so many others have represented and promoted various brands.
There are many benefits generated through working with influencers which includes Reach/engagement, Relevance and Influence. They also serve as middlemen since they have direct access to business owners, there is room for interaction and this has had a great influence on buyers and especially those who are affected by reviews and comments.
This goes to say that where online trends and influencers (digital) reach, traditional means would be crawling to get there but its still fascinating to see a giant billboard of what you already saw online or to see it being advertised on TV.