{"id":113409,"date":"2017-03-02T14:33:00","date_gmt":"2017-03-02T19:33:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/evolution-influencer-marketing\/"},"modified":"2024-12-21T05:55:08","modified_gmt":"2024-12-21T10:55:08","slug":"evolution-influencer-marketing","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/evolution-influencer-marketing\/","title":{"rendered":"The Evolution of Influencer Marketing"},"content":{"rendered":"

Influencer marketing has evolved, but many digital marketers have not.<\/p>\n

<\/p>\n

While that\u2019s bad for them, it\u2019s good for marketers who know how to leverage influencer marketing as a digital powerhouse.<\/p>\n

We\u2019re going to walk you through the evolution of influencer marketing, from its link building roots to its omnipresent present. When we\u2019re done, you\u2019ll have the foundation and guidance you need in order to create a refreshing campaign and achieve stellar results.<\/p>\n

Let\u2019s get started!<\/p>\n

 <\/p>\n

\"A

“Let’s begin at the beginning.”<\/p><\/div>\n

What Is Influencer Marketing?<\/strong><\/h3>\n

Influencer marketing refers to any type of marketing in which the marketer reaches out to a popular or well-known figure who has influence over potential buyers.<\/p>\n

This includes asking for product reviews and referrals, asking them to share promotions or content, or asking them to become a brand advocate.<\/p>\n

Why Do Influencer Marketing?<\/strong><\/h3>\n

According to Neilson, 92% of consumers say they trust earned media<\/a><\/span>, including reviews and recommendations, above all other forms of advertising.<\/p>\n

By reaching out to influencers, you\u2019re engaging a potential partner who can publicise and endorse your product, content, or service to a relevant audience \u2013 but in a medium your audience knows and trusts.<\/p>\n

Influencer marketing can be useful both for B2C and B2B organisations. It is only successful, however, when executed properly. Relying on best practices from five years ago won\u2019t get you very far today.<\/p>\n

The Evolution of Influencer Marketing<\/strong><\/h2>\n

2000’s: Link Building<\/strong><\/h3>\n
\"Influencer

Influencer marketing used to be much simpler.<\/p><\/div>\n

Five to ten years ago, the primary function of influencer marketing was link building.<\/p>\n

Marketers would reach out to bloggers and ask them to review their products. Although receiving a positive review was a perk, the end goal was getting a link back to the company\u2019s site.<\/p>\n

Accumulating these valuable inbound links was a quick and easy way to increase a site\u2019s search engine rankings. This began to evolve, however, with the rise of sponsored content.<\/p>\n

For a history of the earlier days of link building, <\/em>check out this infographic<\/em><\/a><\/span>.<\/em><\/p>\n

2010’s: Sponsored Content<\/strong><\/h3>\n
\"But

“What if I actually paid bloggers for the hard work they do?”<\/p><\/div>\n

As their audiences grew, many influencers began accepting payment to promote brands. The cost of compensating a social media star for a promotional tweet, for example, is negligible compared to the referral traffic and revenue it can generate.<\/p>\n

Sponsored posts also give brands and agencies more say over their user-generated content<\/a><\/span>: type of content, length, how to promote it, how many links to include, etc.<\/p>\n

They are also a great way to generate inbound links, increase brand awareness, and track referral revenue and ROI.<\/p>\n

And then began the rise of the nofollow link . . .<\/p>\n

\n \n
\n
\n

\n Stay Forward <\/h2>\n

\n Get exclusive insights into digital
media's top-trending topics delivered
directly to your inbox. <\/p>\n <\/div>\n\n

\n
\n
\n
\n \n