Influencer marketing works.
And then there is a structural reason; this type of marketing is closely linked to the development of marketing practices associated with the development of digital and the internet:
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SEO,
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The practical reason, which a recent work (1) by General Bruno Mignot illustrates very well, is that influence marketing "works". His text takes up and enriches the ideas of his previous work " Memento de stratégie d'influence à usage du dirigeant d'entreprise". We discover many concrete examples of the application of this marketing channel. And, it is good to insist that the good practice of influence marketing is not reserved for large companies with numerous resources. Influence can also be developed by SMEs. We all have in mind examples of successful launches of SME products under the noses of multinationals or candidates who prefer to join local companies rather than a large group.
This practical reason for the success of influencer marketing is complemented by a structural reason.
Influencer marketing has become a necessity linked to the digital revolution we are experiencing. The magic of technologies developed around digital technology (and we must also admit, the fears that these technologies arouse) tend to mask the essential; New digital technologies now place the individual at the center of all our exchanges. This state of affairs is illustrated by the increase in the number of social networks and their use. Not only can they allow a message to be communicated to any human living on the other side of the earth, but the latter can also, from the other side of the earth, communicate with the entire planet in real time on any subject of their choice.