IAN IRVING

MICRO VS.

MACRO

THE PHYSICAL AND DIGITAL BATTLE FOR CONSUMERS RAGES ON.

CONSUMER BEHAVIOUR IS CHANGING SO FAST AND SO OFTEN THAT BRANDS

AND AGENCIES STRUGGLE TO KEEP UP.

WE LIVE IN A TIME WHEN EVERYONE

WANTS TO BE DESIRED.

WE LIVE IN A TIME WHEN EVERYONE WANTS TO BE INFLUENCED AND TO BE AN

INFLUENCER.

BUT…THE SWEET SPOT FOR INFLUENCER MARKETING IS

NOT COVETING AN EXPENSIVE CELEBRITY ENDORSEMENT.

(THIS IS VERY MUCH OLD SCHOOL 90S, 00’SMARKETING)

CONSUMERS ARE SMART THEY SEE THROUGH THOSE VEILED BRAND

ENDORSEMENTS BY CELEBRITIES.

POWER TO THE PEOPLE THE RISE AND RISE AND RISE OF THE

‘MICRO-INFLUENCER’

MICRO-INFLUENCERS ARE NOT TRADITIONAL CELEBRITIES, BUT RATHER INDIVIDUALS WHO WORK OR PLAY IN THEIR CATEGORY OR ARE

TRULY KNOWLEDGEABLE.

“MICRO-INFLUENCERS GET AN AVERAGE OF TWO-TO-FIVE TIMES

MORE ORGANIC ENGAGEMENT PER INSTAGRAM POST, COMPARED TO THOSE WITH MORE THAN 100,000

FOLLOWERS”

THEY ARE PASSIONATE AND AUTHENTIC, AND ARE

SEEN AS A TRUSTED SOURCE WHEN IT COMES TO RECOMMENDATIONS

FOR WHAT TO BUY.

SOCIAL MEDIA INFLUENCERS ARE THE NEW “MEDIA

MOGULS”

THEY ARE ALSO TALENTED

MARKETERS.

COMPARED TO TRADITIONAL INFLUENCER MARKETING… WORKING HAND-IN-HAND WITH MICRO INFLUENCERS IS

MORE LABOUR-INTENSIVE.

HENCE TAKUMI.

THE CONSUMER IS SHARPER THAN EVER AND MORE DEMANDING THAN EVER.

CONTEXT IS KING!

SOCIAL IS NO LONGER A “ME TOO” CHANNEL FOR BRANDS, BRANDS CAN NO

LONGER AFFORD THE RISK OF PITHY CONTENT POSTING.

“YOUR BRAND IS NO LONGER WHAT YOU SAY IT IS, ITS WHAT THE

CONSUMER SAYS IT IS”

YAWN!

ARE INFLUENCERS DRIVING AGENCY CREATIVE?

AGENCIES ARE INCREASINGLY BEING INFLUENCED BY INFLUENCERS…

TESCO #get in my basket” HEINZ #cupsong

PLEASE, PLEASE ASSUME NOTHING!

THE MORE THE CONSUMER BAFFLES US WITH THEIR EVER CHANGING

BEHAVIOURS.

THE MORE IMPORTANT DATA BECOMES.

SOCIAL MEDIA NEEDS PURPOSE, SOCIAL MEDIA DATA IS DRIVING A SEISMIC SHIFT IN VALUE, AND BRANDS ARE INVESTING

HEAVILY IN DATA LISTENING.

INCREASINGLY, DATA IS DRIVING SOCIAL CAMPAIGNS, CREATIVITY BORN OUT OF DATA INSIGHT IS GIVING SOCIAL MEDIA

MORE PURPOSE.

IF YOU EMBRACE INFLUENCE AND UNDERSTAND CONSUMER PASSION, ONLY THEN

WILL YOU BE ON THE CORRECT PATH TO DEEPER AND MORE MEANINGFUL CUSTOMER

RELATIONSHIPS.

THANK YOU.