Discovering the world of Digital Brand Partnerships with Ashley Walsh, Account Director at North Strategic
“A Brand Is No Longer What We Tell The Consumer It Is — It Is What Consumers Tell Each Other It Is.” — Scott Cook
Recently, I had the opportunity to hear from Ashley Walsh, an expert in influencer marketing who is an Account Director at North Strategic. Ashley shared her wealth of knowledge and experience on the subject of influencer marketing and its underlying processes.
The influencer marketing industry is expected to grow rapidly in the coming years, highlighting its significance in today's digital age. Brands are seeing a strong return on investment from their influencer campaigns compared to other marketing channels, and as a result, they are eager to take advantage of this.
Ashley highlighted that influencer marketing can play a central role in a brand's marketing strategy. The choice of influencer is critical, as the influencer represents both the brand and themselves, and any misstep can negatively impact both.Therefore, she advised a thorough process for selecting the right influencer.
This process involves defining the campaign goals and brand criteria, identifying influencers who align with these goals and criteria and evaluating the authenticity and relevance of the influencer's following. This process should include both qualitative and quantitative assessments.
Ashley also stressed the significance of comprehending the target audience prior to launching an influencer marketing campaign. It is important to perform thorough research to gain an understanding of the target audience's trends and preferences, and tailor and design each program to match the consumer decision-making process by utilizing social monitoring, online searches, Google Trends analysis, and conducting in-depth interviews. This will allow us to make informed decisions regarding partnerships and create content that will fit seamlessly into the audience's daily news feed.
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According to Ashley, there are some recent trends in the influencer marketing industry that may have a significant impact. These include:
3. The D-Influencing Trend: Ashley also mentioned the growing trend of "d-influencing," which is a reaction against excessive consumption and promoting responsible spending. This trend is becoming popular on TikTok, with influencers promoting the idea of saving money and being mindful of how they spend their money.
I find influencer marketing to be an attractive specialty as it has the potential for successful outcomes when executed well. My personal interests in marketing span beyond just this area, but the prospect of growth and development in influencer marketing is intriguing to me and I would be eager to delve into it if given the chance.
I learned the steps involved in executing a brand's influencer marketing strategy, the types of influencers that are best suited for a specific brand, the importance of considering creative tactics, and how the target audience plays a critical role in selecting the right influencers for a campaign from the case study exercise. In addition, I discovered the advantages of amplifying influencer-generated content on various platforms in order to reach a larger audience. To summarise, I discovered that influencer marketing is a specialized field that necessitates a thorough understanding of general marketing, rather than simply choosing a person who has a huge number of followers to endorse a product.
Aside from gaining insights into influencer marketing, Ashley's presentation also emphasized the significance of comprehending the target audience and producing content that resonates with their tastes. This understanding can be beneficial in building connections and networking with potential employers.