Marketers are no longer in charge.

Marketers are no longer in charge.

December 1st, 2009 // 3:30 pm @ admin

The internet has given people access to excessive amount of information. Therefore, opinions are formed and choices are made differently. Brand recognition and leadership are both earned rather than paid for by traditional means of marketing and advertising and marketers are no longer in charge.

Brands, products and trends are controlled by media contributors and online influencers such as bloggers, reviewers and digital creators. They are the ones that lead conversations and shape opinions.

It’s all about experts and individual influencers; people that know more and more about less and less. These are the influencers that capture the attention of audiences and spark conversation on the web about issues, brands and products that are of importance to them. This is what is shaping the future of business and our economy.

What to do?

Branding, marketing and advertising today is all about specializing within a niche market and providing services and “tailored content” to those niches. Marketers, whom I tend to refer as “communication professionals” need to identify those niches for their brands and qualify them. Once these niches are qualified then they need to acknowledge and find media contributors and online influencers for those specific niches and work on ways to collaborate with them.

I will expand further on ways to collaborate with online influencers in my future posts.

Category : Advertising & branding & marketing