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failed hockey player, frustrated guitarist, fledgling writer; marketing guy at @RetailNext; contributor at @sportswest1 & Yahoo; Founder of #1songaday movement.
  • Posted on: 12/19/2017

    Are micro influencers better for retailers than macro influencers?

    When it comes to influencers and advocates, it’s important to consider the context of what the brand is attempting to accomplish. Each group of influencers – macro and micro - has their own merits, and it’s important for marketers to clearly understand their own objectives and the needs of their target markets. If you’re looking for brand awareness and education, a giant influencer can bring that to you. However, if you’re looking to convert a consumer who is in the middle or tail-end of their path to purchase, a micro-influencer might be a better tool to deploy. For example, if you’re new to marketing cameras and want to build brand awareness, Taylor Swift might deliver you a lot of brand impressions. However, a great many of those individuals who receive her messages won’t care about cameras, but rather are more interested in following Ms. Swift for music, fashion, ex-boyfriends or whatever other reason. Conversely, if you’re looking to convert consumers who might already be aware of the brand and are deeper in their purchase cycles, a group of micro-influencers that make their living with photography, like New York’s Vivienne Gucwa or California’s Frederick Van Johnson, might be the perfect fit.
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