{"id":7092,"date":"2022-03-28T13:18:26","date_gmt":"2022-03-28T11:18:26","guid":{"rendered":"https:\/\/escp.eu\/thechoice\/?p=7092"},"modified":"2023-02-17T17:42:47","modified_gmt":"2023-02-17T15:42:47","slug":"influencer-marketing-why-your-company-cant-live-without-it-and-what-you-can-do-about-it","status":"publish","type":"post","link":"https:\/\/escp.eu\/thechoice\/choose-to-lead\/influencer-marketing-why-your-company-cant-live-without-it-and-what-you-can-do-about-it\/","title":{"rendered":"Influencer marketing: why your company can\u2019t live without it and what you can do about it"},"content":{"rendered":"\n

Many marketing managers still have a less than adequate understanding of social media platforms such as Instagram or TikTok, and often find it hard to make the right decision in this fast-moving environment.<\/strong> To provide some guidance in this respect, we wrote an article published by the California Management Review<\/a> which aimed to give an introduction to the most critical platforms for influencer marketing (it even included a beginner\u2019s guide to Instagram and TikTok) and presented advice to firms who want to engage in influencer marketing, as well as specific questions on identifying the right influencers to collaborate with.<\/p>\n\n\n\n

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Michael Haenlein<\/span>
Professor of marketing at ESCP Business School<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Ertan Anadol<\/span>
Founder and CEO at Tanke<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Tyler Farnsworth<\/span>
Founder and Chief Growth Officer at August United<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Harry Hugo<\/span>
Co-founder at Goat<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Jess Hunichen<\/span>
Co-founder at Shine Talent Group<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Diana Welte<\/span>
Client Services Director at Dept<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

Getting a marketing message out to your younger customers is a challenging task even in the best of times. But the media consumption patterns of Generation Z<\/a> are fundamentally different from the ones seen in older ones<\/mark>. Instead of watching TV, \u2018zoomers\u2019<\/a> watch streaming services such as Netflix. Instead of listening to the radio, they listen to Spotify. And instead of reading magazines, they rely on Reddit.<\/p>\n\n\n

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This has given rise to two main marketing channels: outdoor advertising such as billboards and mobile advertising, specifically on social media platforms such as Instagram or TikTok. This shift, as well as sites such as Snapchat or Twitch, have generated an entire industry of social media influencers and influencer marketing agencies.<\/strong><\/p>\n\n\n\n

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Influencer marketing with Michael Haenlein<\/a><\/blockquote>