Influencer marketing frequently goes hand in hand with social marketing which also goes by many different names such as media marketing and content marketing. This isn’t to say that they are the same thing. Not exactly the same anyway.Most influencer efforts involve some kind of social media element influencers are likely to spread the word through any type of medium that gets the message across to there fan base. Many influencer efforts additionally carry a content component such as either you or the influencer will construct content, it all depends whether you are paying them to promote and distribute or only to distribute as you create your own content. Although this may sound the same as social media marketing or content marketing it is not the same. At the very basic level it does not have to be.
Influencer Marketing requires that a individual with the ability to reach a large fan base, a highly target audience at that, spreads word of you business, product, brand or whatever it is that you want them to spread. The difference between this and other types of marketing is that they do not run on highly influential people. So, just about all influencer marketing contains word of mouth promotion actions by its nature, although not all word of mouth advertising is driven by influencer efforts.
This also is not the same as promoting through regular referral or internal influencing. This requires that you go outside of your current brand following and get someone that has a group of individuals that may or may not be aware of your product to see your product in a different light. Your product might have many uses or have a very specific purpose or function. The influencer simply has to promote the product not leave a review or explain there reasoning behind using it. They can get there followers to consider your product and that is what you are trying to achieve.
With influencer marketing, you focused on locating influencers—not always present customers—to propagate your message. Another differentiating factor between supporter advertising and influencer marketing is the fact that influencers are more often than not paid for some reason, either with cash or free products. Put simply influencer marketing has the power to market anything if used wisely. Other forms of marketing have limitations but with enough product or money you can use influencer marketing to drive your product or brand to your intended audience.
Product Placement seems like some thing that should be self explanatory but there is a bit more to it than you would think. It can be as simple as placing a product on a billboard ad or those sometime settle sometimes not settle appearances in movies and television shows.
The really interesting aspect of it is how the context in which it is shown has a big impact in how the product is perceived and the success of this type of marketing. For some brands there is no limit to where they can place their products, a beverage company that sells cola can place a bottle of their cola in many different situations and the message that cola is a beverage that you can and should want to enjoy in almost any situation is easily conveyed and accepted. For a majority of brands you cant really do this. Take for example a automotive tire brand, you would definitely expect it to advertise its tires only when in reference to automobiles. If you took the cola brand and took the tire brand and placed both their products in the same situation, you might understand better. Say you place a cola in the hand of someone skydiving and they take a sip you might get the impression that the cola tastes so good you would even want to drink it while skydiving. Now, say you where to place a car tire in the hands of a person skydiving you might not understand what that is happening or the point that someone is trying to get across(maybe that tires can really soften your landing?).
The point is that product placement can be a really important form of marketing to utilize and understand. Although most companies do not know how to use it very well. In the end most of their efforts end up looking like this clip from Wayne’s World.