Paid and Earned channels

 

    *1)

Influencer Marketing

Paid, Owned, Earned MEDIA

·        Each of these media-types are very important for growing and establishing a brand. They are all vital for forming a marketing strategy that works and helps drive impressive results.

·        Paid media helps grow the results of earned media, since it drives traffic to the properties that you won.

·        Owned media makes it easier to have your brand be discovered. The more owned media you have, the better (as long as you actually remember to update and maintain them all!).

Earned media is all about word of mouth. It revolves around the notion that when people talk about your content, your web traffic will grow. *2)




Influencer marketing is a form of marketing in which the so-called Influencers play a major role. These are people running blogs and vlogs on various topics, and the content posted on them is considered to be the most reliable and credible on the Internet. 

The emergence of social media has changed the form of relationships. This is due to the fact that the Internet "reduces" the distance between its users and allows people from all over the world to communicate. This direct nature of communication means that ads no longer effectively reach the masses. In order to advertise a product or service, the company must contact the consumer directly. That is why companies are looking for Influencers who will act as intermediaries between the customer and the brand. Their mediation will create a brand relationship with the consumer. (A. Cupriak)*3.)

What influencer's do is like a substitution of friend's recommendation.

Influencers are experts in a specific field who share their knowledge about the product. So they are not so much Brand Ambassadors as opinion leaders because of the information they have in the industry. The recipients trust them because they treat them as equals, they are not world-famous celebrities, but "ordinary" people who have some specialized knowledge and pass it on their blogs. Internet users approach the blogger as a friend, thanks to which they trust him and the content he publishes. Influencer is therefore considered an objective person who does not seek to maximize the profit of the company, but to disseminate information that it has about the products or product categories. (K. Sammis)*4.)


Benefits of working with Influencers:


Audience
Influencer marketing is about individualizing contact with the consumer. This form of marketing is not focused on target groups, but on a single customer. It is not based on reach, just like ads created using Facebook Ads or Google AdWords, thanks to which the target groups selected by the company can see individual ads. Influencers make it possible to reach customers as individuals and create relationships with them.

Impact
According to research on the American market, after establishing cooperation with Influencer, the company achieves increasing profits. This proves that influencer marketing influences the opinions and purchasing decisions of customers who use blogs to find out which products are worth using.

Credibility
Bloggers are considered credible. This is because they act on behalf of the client, not the company. By supporting the brand, they make people perceive it as more authentic.

Relation
Influencer marketing is largely based on Influencer's relationship with the consumer. Creating this relationship, however, is not an easy task, because you need to care for it and constantly nurture it. Otherwise you may lose confidence and influence.

Storytelling
Creating stories related to a brand or its specific product is the responsibility of the Influencers. Instead of presenting data and statistics, they tell a story about a product. For example, they depict how they met him, how he helped them, where they took him, who they met through him. This allows you to keep the attention of the recipient and arouse interest. (A. Cupriak)*5.)


As nowadays influencers are loosing their credibility because of Photoshhop influence, some regulations has been introduced:
 -Twitter and YouTube starting to take down inauthentic accounts;
- Instagram recently announcing measures to stop people buying followers;
-Plans to make the space more transparent, rebuild trust *6.) Naomi Kendal's presentation

Find an influencer:
https://www.socialbakers.com/free-social-tools/find-influencers

Bibliography:
1. Google search results for "Influencer Marketing gif"
2. https://www.leadboxer.com/blog/paid-owned-and-earned-media/
3/4. https://mfiles.pl/pl/index.php/Influencer_marketing
5. https://mfiles.pl/pl/index.php/Influencer_marketing