According to Splash Copywriters, an online blog, there are 159 different types of marketing. Why do so many exist? Isn’t there a single tried and true formula that brands use to make their products and services worthy of consumer investment? While these are questions to ponder, we know that the advertising industry constantly invents and refines strategies that best resonate with the public. Two of these strategies are influence marketing and amplified marketing, which are very similar – and often used in conjunction – but have key differences.
Amplified marketing, also known as social amplification, leans more toward traditional word of mouth, while influence marketing employs individuals with high social media engagement and a large number of followers to promote a brand’s products or services. Amplified marketing often employs the use of influencer marketing to extend its reach and makes use of sponsored posts, Facebook ads, and hashtag campaigns.
However, it’s important that brands make use of their own platforms by posting relevant and original content. Additionally, brands might encourage their employees to share product and service reviews across their personal social media channels. It’s important that this form of word of mouth is natural and not mandatory, or else it will appear contrived and be counterproductive to the brand’s interests.
Finally, amplified marketing not only solidifies a brand’s reputation, but online buzz contributes to successful search engine optimization (SEO) – an important layer to the overall marketing mix. Amplified marketing also includes traditional media such as newspapers and blogs.
The rise of influence marketing goes hand-in-hand with the utilization of social media. As a strategy, influence marketing focuses its efforts on key members of the brand’s target audience. For example, maybe the most well-known form of influence marketing takes place on Instagram. Those with large and active followings partner with a brand and are paid to promote products and services on their page. This is effective, as studies show that consumers are more likely to make a purchase based on the recommendation of someone they trust rather than brand advertising alone.
Blogs and publications are also ways that brands utilize influence marketing. Additionally, there’s a difference between paid influencers and organic influencers, but the strategy usually involves both. While both types of influencers may have a genuine interest in the product, a paid influencer receives compensation, while an organic influencer might review a product purely because it aligns with their hobbies or lifestyle. Given the definitions of each, it’s easy to see how amplified marketing and influence marketing are conflated with one another.
Amplified marketing is less about getting people to your brand and has more to do with meeting the consumer where they already are. This is done through avenues such as sponsored stories on Instagram and Snapchat and promoted advertisements on Facebook. Influence marketing has an element of this as well, except there is a person – an influencer – advocating on the brand’s behalf.
As mentioned before, influence and amplified marketing are often used in tandem with one another. Both strategies are effective means of expanding reach and cultivating brand awareness across an industry. Additionally, they cater directly to the attention of the target market, and foster trust and loyalty between brands and consumers. The use of multiple media channels also ensures that no demographic is left out.