行业专家说，有影响力的营销在削减成本的同时建立真实性。

根据倡导者小组的说法，有影响力的营销不再是附加组件，它已成为大多数品牌营销组合的组成部分。

本周早些时为什么影响者和创作者现在是中心对于大多数营销活动以及推动渠道增长的原因。

包括面板欧莱雅董事CX和社交媒体治理，艾玛·威廉姆森（Emma Williamson）和部落的创始人，行业小牛朱尔斯·隆德（Jules Lund），谁讨论了影响者营销对行业的重要性并解释了为什么它是2021年必须制定的营销。

Lund said: “I think, marketers realise this is just such an incredible portal, to create a far more intimate relationship with their customers in particular using influencer marketing, and it’s just a great conduit to work with content creators to interpret that brand dialect to these people that they’ve built and cultivated incredible relationships over thousands and thousands of social posts.当品牌与有影响力的人合作时，您可以真正解锁我认为返回您的业务的三个关键领域，而这些领域是社区，内容，然后是商业。

Lund补充说：“这使品牌能够将其客户变成其营销部门，我认为这一切都是为了释放您最有影响力的客户，社区，然后使用影响者能够推动惊人的社交内容。”

全球购买习惯在2020年发生了重大变化，现在有将近一半（45％）在世界各地的所有互联网用户中使用社交媒体平台，然后才能选择购买商品或服务。

Hootsuite’s Digital 2021 Global Report by Kepios, a marketing strategy consultancy, highlighted many behavioural shifts in the digital space last year, but significantly pointed out the need for brands to start looking beyond product reviews, and create “inspirational social experiences” across a multitude of platforms.

撰写该报告的Kepios首席执行官Simon Kemp说：“在锁定期间适应的新电子商务习惯将远远超出大流行。

“人们发现新品牌并决定购买的东西正在发展的方式……十分之一的互联网用户说他们现在超越了搜索引擎。”

这种转变也已经在营销方面显而易见，在2020年2月至2020年6月之间，营销人员的全球社交媒体支出增加了74％。

隆德说：“我对Instagram的所作所为以及Tiktok还会做的事情感到非常兴奋，这与社会贸易有关。这是一个巨大的机会。中国开创了它。它占所有数字广告的11％。还有社会贸易，这将成为一个非常重要的主题，这是创作者购物的概念。Instagram结帐是一种非常有力的机制。I think because of COVID-19, they’ve pushed Instagram and Facebook shops, as a way to help those normally, needing to make money from bricks and mortar to be able to create online shops, I think that was a wise and supportive thing for small businesses.”

威廉姆森（Williamson）指出，有影响力的营销有许多优势，有些人比传统的营销形式具有成本效益，更真实，她说消费者“渴望”。

“FROM A营销人员的观点真实性是关键。特别是，如果您考虑营销人员在15年前的位置，那总是，如果我们的品牌是一个人，那个人会是谁？他们会开什么车？他们会使用什么口红？现在，这只是在该销售品牌中找到最接近的有影响力的比赛。威廉姆森说：“以前从未有过如此真实。”

“从品牌的角度来看，显然，消费者对广告，品牌和销售的期望已经发生了巨大变化，尤其是自去年以来。真正渴望真实性。Consumers don’t necessarily want to see the highly polished ads that are prepared by international, big media agencies and then shared to local markets, people want to see someone that’s like them, they want to see somebody using the product in a bathroom that’s not perfectly stylised,” Williamson said.

她补充说：“他们仍然想要一定程度的愿望，但需要更真实。”

利用有影响力的人意味着品牌有可能能够访问不同的受众以前能够达到的目标，因为它们本质上是进入人们的房屋和他们受启发的人们的浴室。

威廉姆森说：“我们以前不一定可以访问这一点。”

The financial benefits are significant also in utilising influencers: “There is no possible way that we can shoot and cut content as cheaply as an influencer can, so for us to get a camera crew out to someone’s house to shoot them in their bathroom putting on makeup or something like that, the cost structures doesn’t line up, compared to someone with an iPhone, in a mirror with a selfie light, and away they go.”

SocialChorus进行的一项研究发现，有影响力的营销活动可以比拥有或付费媒体高达16倍的参与度。

一项顶级营销人员研究的影响者平台Tomoson发现，影响者营销是最具成本效益的数字营销工具，超过了展示广告和电子邮件。

“我认为从品牌或市场营销的角度来看，生产成本在营销方面是一个非常有吸引力的点。When we did a campaign for L’Oreal, early this year, we didn’t roll a single camera, we didn’t shoot a single shot from our agency’s perspective, all of the content was supplied by influencers, they were given a brief, they were told, here’s a product to use here, we want you to use it, and use it in a way you would in your bathroom, your house, your way, send that back to us. Then, all we did was the post production. We took all this great content from influences, just raw footage, raw shots from their phones, and created the entire campaign for a major brand within L’Oreal. I mean, for a major campaign the hell a lot of money put behind a lot of media. And so I think that’s become a really attractive point for for marketers as well.”