Influencer Marketing, a Boom for E-commerce

Influencer Marketing, a Boom for E-commerce

Influencer Marketing has been quite the motivator in case of traditional marketing, through TV Ads, Banners and other physical mediums. With the era of Digital age consistently growing, Influencer marketing has also evolved to gain the digital presence as well. But how do we define Influencer Marketing? Influencer Marketing is the process of marketing or service by appointing leaders who are accustomed to a specific industry and sharing the brand products and message to key Customers. But where does this type of marketing get its inspiration from? Its got some roots from referral marketing, where there are high chances of a Customer purchasing a product if he / she has been referred by a friend, family member or influencer. Influencer marketing takes this marketing to the next level by including popular celebrities and promoting their products on the social platforms. But since we are talking about individual brands of products or services, how does it benefit the E-commerce domain. There are two ways to approach this: Influencer marketing to promote the E-commerce platform as a whole, or brand marketing with exclusive availability on the E-commerce platforms. For example, certain smartphones brands often use Influencer marketing to market their products with exclusivity on E-commerce platform and it has been quite effective in not only conversion rates but also number of visits for other products on the platform as well. Influencer marketing has seen a boon in the Instagram platform, and also helped redirections to E-commerce sites gain ground. But the main effect for Influencer marketing is seen on product discovery stage, where the Brand is new and is expecting a bump in visits and sales and with social media platforms of Influencers having a considerable number of followers adds up to the benefit as well. Selection of Influencers are also a key for the sales as well. Based on research its found out that micro influencers have been more effective in influencer marketing, statistics suggest that micro influencers enjoy an engagement rate of 8% in comparison to celebrities with an engagement rate of 1.8%. It may also be considered that influencer marketing is effective for only a limited time so choose wisely. Choosing the correct platform is as crucial as selecting the right influencer too but also not to ignore multiple options too. With campaigns for Influencer marketing being the primary tool, monitoring through tools helps in improving customer engagement and increase clicks, comments and likes for the social platform campaigns. Influencer marketing has become a trend now since—when its done creatively, strategically and correctly it really works.