The “man-bag” is on the rise as male shoppers seek to imitate the style of their favorite stars. It seems that the impact celebrities have on fashion continues to be strong. With the help of social media, they easily influence their fans and this in return has a big advantage for the big brands.
Read more: http://www.bbc.com/news/business-43069633
So, how does this impact you as a professional in the marketing field? Numerous ways...
To begin with, your customer(s) /clientele(s) purchase decisions are highly influenced by "influencers" in society. So, you would need to keep track of these influencers if they are directly related to your target audience. For example, you are a sports apparel or sports gear e-commerce retailer, you would need to keep track of the latest developments in the sports world. The influence of these prominent icons in society will be immense on their fans and you as an e-commerce retailer need to stock products that are publicly or indirectly endorsed by these icons.
Next, if you are a marketing professional working for a well-known brand, you need to make sure you know how to maximize the coverage / exposure of the icon using or endorsing the brand. In our digital landscape, this would translate into videos, screen captures, videomonials, social media coverage and the likes.
Third, what if the competition has just signed on a huge icon such as Lionel Messi for their sports gear. How do you compete? What would be your response/ reaction? Who is in the sports industry is as prominent as Messi, maybe Roger Federer or Justin Thomas?
Fourth, companies have used influencers since the start of the age of marketing. As such, this concept falls under the broad category called “Brand Management” within the realm of marketing. There is even a specific position created for this job called the Brand Manager. It is essential that this scope is defined in the job responsibilities of the Brand Manager. Beyond the requirements of ensuring adequate exposure to the brand online and offline, the Brand Manager needs to keep track of the endorsements of the products. The last thing any brand or company or manager wants is a negative PR campaign that has sprung from the lurches of an icon’s inappropriate behavior.
In the end, the marketing of a brand involves a lot more PR exercises as compared to push or pull marketing techniques. Learn more about the different aspects of marketing and the requirements for Brand Management on an MSc in Marketing from the University of Leicester.