Influence marketing, myths and realities

Influence marketing, myths and realities

Marketing has always targeted the consumer and the many ways to address a potential customer. The influence is surely the most surprising and the most unexpected. Why such a strategic vagueness that leads to the influence of influence is a discipline considered, in many ways is the result of complex strategies mounted by teams of experts to the great manipulative theories. But when we talk about marketing influence, what do we really mean?


To begin with the uninhibited question of influence.  Marketing uses many levers. One such lever is the influence of a brand to organize the promotion of products and services is simply a marketing tool like any other. It is maintained and cultivated to increase exposure in digital media (social networks, blogs, videos, etc.).

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In fact, influence and marketing have two very similar definitions, the first aims to generate interest for a brand or a product, the second seeks to create a need.  So influence marketing would tend to use the media to develop interest in a product for commercial purposes … Nothing very complicated in the definition.

It is the erosion of the mass media and the disenchantment with commercial discourse that influence has become a means of communicating and exchanging more easily with one’s target audience.  If the influence has always existed in marketing, it comes back to the foe with Marketing 3.0, a marketing inbound much less intrusive and free of commercial pressure.


In a world of hyper-media, the influencer has become the rare pearl sought by brands.  But why? The blogger, otherwise known as the influencer is the new multi-media individual (facebook, youtube, twitter, tumblr, blog, etc.), he addresses a very committed community that is attracted to his blog. In other words this influential person has many interactions with mass amounts of people in his environment. In terms of targeting marketing, an influencer is often very interesting. For example, some influencers are specialized in cooking, fashion, marketing, technology to name a few. So what this means is that there are many ultra-targeted audiences who remain faithful to the information delivered by a blogger.

Divide for better “marketer”

Inspired by the absolutist regime, the famous quote “divide and conquer” is combined with influence marketing.  The influencer is a true vassal of the web, this little noble representing his followers exercises a form of power of influence over them. It also offers the opportunity to better address its audience than would succeed in doing a brand. The marks are then, like a king, forced to divide and rule the audience. Their message is thus adapted to each particular audience and to each influencer: the important thing is to spread the information that a brand wishes for through bloggers. A bloggers job is to be creators of trends, ideas and desires that motivate the interest and sometimes the purchase.


Influence marketing is undoubtedly an innovative and interesting method to develop product knowledge by its target market, especially if this market is very complex to address.

Influencers are then the relay of information and especially the media on which to rely. But behind this vague term “influencer” hides an army of individuals behind their keyboards.  Managing and influencer contact is becoming a real brand issue: how to achieve a direct and engaged contact with many influencers? The answer probably lies in Automated Marketing solutions to follow the bloggers with the highest audiences.

Influencer management tools such as Oracle Social Cloud help identify influencers and their dynamics around a brand, product, or usage.  The tool allows you to follow and maintain contact with influencers. Reporting makes it easy to judge social interactions, the scope they generate by putting forward a branded product; likewise it is possible to track the leads generated from a blog post or social sharing for example. For example, B2B is no exception to this phenomenon and to take stock of these upheavals, I recommend this white paper to understand how to implement a strategy of influence and marketing content in B2B.

About the Author Dave Deib

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