With the widespread accessibility of digital devices, the phenomenon of ‘advertising overkill’ is reaching a breaking point, as advertisers try and invent new ways to appear in users’ news feeds. But the marketing crisis we are experiencing today goes further than that: consumers no longer trust major brands with their traditional, purely top-down marketing methods.
The challenge for today’s brands is to adapt to this new consumer behaviour by understanding their target market better – specifically their values and passions. These constant attempts to cut through digital noise is being fought on new terrain with the help of influencers, as opposed to more traditional celebrity-fronted ad campaigns. If well executed, an influencer campaign generates on average five times more engagement than a classic brand campaign.