Sponsored:How should wine brands collaborate with inf luencers, and what's the point?

摘要

The wine industry is recognising the increasingly relevant role of digital marketing as a valuable and appropriate tool to reach and engage with consumers. In this session, we will delve into one specific marketing tool being used in the digital spaceby an array of brands: influencer marketing. Specifically, we discuss the notion of influencer marketing effectiveness which we describe as when brands and influencers work together to achieve consumer acceptance of a brand message (e.g., a social mediapost), and enhanced brand engagement. To understand and predict influencer marketing effectiveness, we've researched several key factors that can leverage success. These include: understanding the importance of the relationship that an influencer buildswith their follows, heuristic cues including popularity and physical attractiveness, how a consumer perceives an influencer in terms of their trustworthiness, expertise, similarity and respect, and finally, the importance of having an authentic brand. Combining these key considerations allows us to give clear guidance on selecting suitable influencers for your brand and predicting success concerning enhancing consumer engagement with your brand.