We call it Social influence Marketing (SIM) in recognition of the increasing role online social influence plays in brand affinity and purchasing decisions.
Consumers are communicating more than ever online and making more of their choices based on the opinions of others – sometimes friends, sometimes experts and sometimes complete strangers. It’s about peers influencing peers and brands engaging with consumers’ on the consumers’ terms – wherever and whenever the consumers choose. But that doesn’t mean marketing should get the boot. Instead, enter the third dimension of marketing – Social Influence Marketing.
Marketers used to live in a world where brand marketing and direct response were all that mattered. No longer. SIM is about employing social media and social influencers as a part of the entire marketing funnel and beyond too That is where we come in. At Razorfish we are working with peer influencers to transform them into brand advocates. We build and market those immersive socially driven experiences for websites and social platforms. Because in the interactive world, consumers are simply sharing what they know – what’s real. And we like to keep it real.