Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Zoran Savin, direktor IAB Slovenija
Early this month, the paid post on the Instagram account of famous influencer Scarlett Dixon, seen above, triggered massive reaction on social networks. Negative reactions related to the authenticity of the photograph (ie: “Does anyone really wake up like this in their everyday life”), the atypical promotion of the sponsor (the little Listerine bottle on the right) and the general message of the photo (ie: “What does she want to say with this picture?”).
The announcement immediately prompted the reaction of the advertising industry. Many have concluded that the influencer bubble is just about to burst. Most agree above all with the assessment that cooperation between the influencers and the brand must be long-term, meaningful and must have a common goal.
I think this was a badly executed campaign, or more precisely the large misunderstanding of the digital marketing, or today’s marketing in general for that matter. Digital marketing (especially tapping into the “digital influencer” stream) means that we are trying to establish a strong relationship with the user. Certainly a more two directional relationship, rather than just mere yelling and posing in one-way channels.
Rules of the game
What’s more, we descend into the environment closer to the user than this influencer is, and that is why the first rule is not to look at this environment from above, but to listen. If we talk, let’s try to say something important. Engaging in content is a very nice opportunity to say why we are doing something. This is not the place for a “photomodel” type inclusion of a product that says nothing of the above.
And here it’s not just about digital, it’s about customer relationship in general, which is a consequence of a change of power in the field of marketing relations. This relationship, in my opinion, is vividly presented by the latest controversial and extremely profitable NIKE campaign. Not only has Nike got involved in a global equality debate, but through conversations that takes place in the media and living rooms, it has inserted itself deeper into the two-way communication than any other digital campaign. It took on an even stronger position doing that.
In short, entering the area of digital means entry into an open, two-way communication. Entry into the field of equal forces and the possibility for a quality relationship with the customer. It’s time to say our why and gather those who support us, who will spread the message forward. In the above case, that didn’t go so well. And Listerine has at least tried, unlike many others who haven’t. You know how it goes: “Players cannot lose. They can only win or learn something.”