Influencer marketing spend is on the rise with 67% of marketers saying that they are upping their investment in influencer marketing in 2024.
Interview: Porsche APAC’s Marketing Director On Why Traditional Influencer Marketing Lacks Authenticity
Marketers have cited this surge as being likely due to the evolving consumer landscape where today’s consumers crave authenticity, a personalised touch and narratives that resonate with their personal experiences and aspirations, according to marketing platform Partipost.
Interview: Porsche APAC’s Marketing Director On Why Traditional Influencer Marketing Lacks Authenticity
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Interview: Porsche APAC’s Marketing Director On Why Traditional Influencer Marketing Lacks Authenticity
True enough, authenticity is what drives sales with around 70% of Singaporean survey participants, and 82% of participants in Southeast Asia, admitting to being influenced by recommendations from influencers or celebrities in their purchasing decisions, according to a study by influencer and affiliate partnership management platform, impact.com and eCommerce market intelligence company, Cube Asia.
Interview: Porsche APAC’s Marketing Director On Why Traditional Influencer Marketing Lacks Authenticity
However, with this in mind, marketers still need to rethink the way they use influencer collaborations, according to Yannick Ott, marketing director at Porsche Asia Pacific, who believes that we are reaching a certain fatigue towards direct endorsements from traditional influencer marketing approaches.
Interview: Porsche APAC’s Marketing Director On Why Traditional Influencer Marketing Lacks Authenticity
“There’s just too much and it’s lacking genuineness,” he said, adding:
To cut through the clutter and to still create meaningful engagement, we need to prioritise relevance over reach.
While marketers should ask themselves if the influencers they are collaborating with are relatable and create authentic content, they should also be thinking about whether it offers a certain value for consumers by being entertaining or even inspiring, he explained.
On top of thinking about the talent brands collaborate with, brands must increase their integration of marketing efforts across departments and sub-brands.
“It’s as…
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