In today’s fast-paced digital age, the power of influence is undeniable when a single tweet, a viral video, or a trending hashtag can sway public opinion overnight.

It’s a force that big and small brands attempt to harness. And why wouldn’t they? Influence drives decisions, shapes behaviors, and can be the difference between a product’s success and its downfall. 

Now, think about people like the Kardashians, Taylor Swift, or Donald Trump. What do they all have in common?

A big stage and an audience hanging on their every word. They aren’t just celebrities; they are influential people who have control over their consumers. And in the world of marketing and advertising, the reach of these celebrity platforms is invaluable, akin to striking gold.

In this article, we will see the real essence of influence and how you, as a marketing and advertising professional, can use it for brand recognition.

THE EVOLUTION OF INFLUENCE

Remember the golden days of television? When would families gather around the TV set, eagerly tuning into their favorite shows? 

That era was dominated by the giants: CBS, NBC, and ABC. These networks were not mere means of broadcasting; they were the gatekeepers of information and entertainment.

In the days before the internet and social media, TV was the main stage in almost every household. It was the window to the world for many, and these networks controlled what you saw through that window.

With such a stronghold on viewership, these networks had an unparalleled influence on public opinion. 

Imagine the power they wielded. A single news segment or a popular TV show could shape the nation’s conversations the next day. 

Take, for instance, the iconic show MASH. Its finale is one of the most-watched television broadcasts in the United States with more than 100 million viewers (approx 60% of the US Households in 1983). This showcases the immense influence such programs have on the audience.

Brands recognized this and poured vast sums into advertising budgets, knowing that a prime-time commercial could reach millions. 

The monopoly of these networks wasn’t just about broadcasting; it was about molding perceptions, setting trends, and, yes, influencing behavior.

As a marketing expert, you can appreciate the gravity of this. The TV networks of yesteryears were the influencers of their time because the eyeballs were mainly in one place. And while the platforms have evolved from TV to additional screens, the essence of influence remains. 

Recognizing its evolution helps you and brands everywhere tap into its ever-present power for brand awareness. So, take some time to reflect on the past. It can give you exactly the insight you need for the future.

“KARDASHIAN EFFECT”

Ever heard of the “Kardashian Effect”? No, it’s not just about reality TV dramas or the latest relationship trends. It’s a phenomenon that encapsulates the immense influence a single family can have on the masses. 

The Kardashians have evolved from mere reality TV stars to full-blown entrepreneurs, with their businesses collectively raking in billions.

The “Kardashian Effect” refers to the ability of the Kardashians, or any influencer of similar stature, to dictate trends, sway opinions, and drive sales, all with a simple post or contractual obligation.  Their latest Hulu show is fascinating to watch with the lens (or realization) that the largest screen in our home is yet another extension of how they attempt to own their storyline and promote their products.

It’s the modern-day Midas touch, where everything the Kardashians touch seems to turn to gold—or at least, to trending conversations and sold-out products. 

But what’s the secret sauce behind their meteoric rise?

The Power of Audience

Collectively, the Kardashians have harnessed the power of their audience, reminiscent of the TV era. Every product they launch, or partnership they enter into is strategically placed to cater to a specific part of the consumer journey.

The Kardashians’ star power and vast audiences have undeniably played a pivotal role in the success of their ventures. In marketing and advertising, having an audience is the world’s most potent asset, and the Kardashians and their brands are a testament to this belief.

TAKEAWAY: 

Reaching enough eyeballs gives anyone, or a group of people, the infinite ability to shape public opinion. Still, it must remain authentic to your audience with a long-term, strategic approach.

In marketing, achieving virality often feels like chasing a mirage. It’s elusive, unpredictable, and impossible to produce. 

Yet, it’s evident that if a brand, or a group of brands, can capture enough engaged eyeballs, they can significantly influence people and their purchasing behavior. 

Brands have two primary routes to achieve this: they can either invest heavily, pouring millions into an omnichannel approach to buy their way into conversations, or they can become the conversation themselves by leveraging their personal brand, much like the Kardashians.

Remember when Kim Kardashian’s post went viral [1], shedding light on the unsolvable mystery of her Met Gala look resembling an Egyptian coffin? 

That’s the kind of influence we’re talking about. 

Such moments, where a brand or individual becomes the epicenter of conversations, are goldmines in marketing. 

Their words, endorsements, and lifestyles become aspirational, and in this digital age, where every move is under the spotlight, every authentic gesture can sway consumer behavior. 

Remember when you…

• Combine the opportunity to speak directly to millions of consumers with a trending wave.
• Establish a 1:1, authentic, direct connection between a product and the brand’s face, aligning with its core goal.
• Cater to an audience’s needs
• Ensure your product is omnipresent where your audience frequents.

…You’ve got the ultimate formula for success. 

Owning an audience of this magnitude translates directly to wielding influence. The “Kardashian Effect” underscores the significance of this evolving influence landscape. 

To truly harness this power, it’s essential to establish an authentic connection and create a diverse, omnichannel approach, much like powerful celebrities with their owned and operated platforms. 

By doing so, you not only increase brand awareness but also drive sales. 

Remember, it’s not just about having influence; it’s about how you utilize it to create ripple effects that resonate with your audience. This strategy might just be the game-changer you’re seeking.

THE ROLE OF PLATFORMS IN AMPLIFYING INFLUENCE

In the world of consequences, size and truth does matter. A great platform or significant financial backing isn’t just a luxury; it’s a game-changer.

A larger platform means a broader audience, and with that comes the potential to shape opinions on a grand scale. 

Conversely, money can amplify your message, pushing it to corners you couldn’t reach organically. It’s like having a megaphone in a room full of people. Without it, you might have something important to say, but with it? You’re sure to capture attention.

Now, let’s dive into a real-world example. 

Regardless of political affiliation, we cannot deny that Donald Trump’s ownership of the media narrative is another prime example of its incredible impact.

Trump’s often controversial tweets ensured he remained a constant topic of discussion. Every tweet, retweet, or comment became a headline, sparking debates and driving engagement. The world literally could not escape it; that’s power. 

His strategy was clear: use his platform to bypass traditional media and speak directly to the masses. And it worked. His unfiltered and straightforward message reached (and ultimately appealed) to so many in such a short amount of time, sometimes even through a single tweet, demonstrating the absolute power of social media in the modern day.

So, what’s the takeaway for you? Doing or saying anything to gain power for short-term success as seen with Trump’s approach, will lead to short-term success only. However, as a savvy brand marketer, taking ownership of your brand voice judiciously is crucial. Take inspiration from Balenciaga [2]: know when to make noise and when silence speaks volumes.

And if you can back it up with substantial resources, whether it’s a bigger following or a bigger budget, your message won’t get heard; it’ll echo. A more lighthearted example of this is Barbie. We can all admit that the campaign echoed across the globe and even our hearts and minds.

Choose wisely, and watch your influence soar. 

CHALLENGES FACED BY MARKETING AND ADVERTISING EXPERTS

A career in marketing and advertising is no walk in the park. It is about connecting with people, understanding their wants, and delivering persuasive solutions.

But it’s not just about selling a product or service. It’s about telling a story, creating an experience, and gaining confidence.

As a specialist, you often ask: Am I really capturing the essence of my brand? Is my message clear, authentic, and relatable? It can often feel like the messiest mess ever! And sometimes, it truly is.

In a world bombarded with advertisements, standing out and making a genuine connection becomes a Herculean task. It’s not just about catchy stories or images; it’s about meaningful communication that will create lasting impressions.

But wait, there’s more. When you think you are aware of current trends, the landscape changes. The digital age is both a blessing and a curse. New platforms emerge, algorithms change, and consumer behaviors evolve. 

Remember when Facebook was the go-to platform for all brands? But today, it’s about mix of all platforms (Instagram, Facebook, YouTube, TikTok, LinkedIn, Pinterest, Threads, Reddit, Discord, and more). And just as you perfect one platform, another pops up, demanding the consumer’s attention. 

The pressure to constantly innovate, go everywhere at once, and adapt can be overwhelming. It’s like trying to assemble a puzzle without all the pieces and realizing that sometimes, the rules are made up along the way. So, it’s essential to keep perspective.

So, what can you do?

Take a deep breath first, and remember that you’re smart and can do this. Recognize that challenges are part of this dynamic field and everything is essentially made up. Adapt the changes, but stay rooted in the foundational marketing principles. 

Remember, it’s not about following every trend but understanding what’s at your brand’s core.

OVERCOMING OBSTACLES IN MARKETING AND ADVERTISING

Every business has its challenges, and marketing and advertising are no exception. But challenges aren’t roadblocks; they’re opportunities in disguise. It has to be a mindset shift. 

Have you ever crafted the perfect campaign, only to see it overshadowed by a viral meme or a trending hashtag? Or spend hours analyzing data, only to realize consumer behaviors have shifted yet again.  

While offering numerous opportunities, the digital age also brings challenges. Constantly changing algorithms, the pressure to stay up-to-date, and the need for constant innovation can be overwhelming.

And let’s not forget the challenge of cutting through the noise and really connecting with the audience. There are many things. But every challenge presents an opportunity to learn, adapt, and grow. By understanding these challenges, you can turn them into strengths by developing strategies to address them.

Now, let’s talk about experience. Many conversations have reminded me that it’s not just a number on your resume but a treasure of insights, lessons, and wisdom. Remember the campaign that didn’t take off as expected? Or the advertisement that missed the mark? 

While they might have seemed like setbacks at the time, in hindsight, they offer invaluable lessons. Years of experience in the field provide clarity. They help you anticipate trends, understand consumer behaviors, and craft messages that resonate.

Two memorable setbacks come to mind that, in hindsight, were quite enlightening. First, during my early days as a hands-on programmatic buyer on Invite Media (now DV360), I grappled with the concept of “dCPM” or “dynamic cost per thousand of impressions.” 

It was a quick lesson in budgeting when I realized that a lower dynamic bid could skyrocket the delivery of impressions—great for brand visibility but a disaster if you hadn’t set aside a budget for ad serving. 

My second enlightening moment was as I delved deeper into the intricacies of brand media in entertainment marketing at WarnerBrothersDiscovery/WarnerMedia/Turner Broadcasting. The joy of creating fandom and integrating a Multi-Touch Attribution studies into Entertainment marketing was a game-changer for me.

Experience truly teaches you to see the big picture and understand that failure is a stepping stone to success. It gives you the tools to deal with challenges, ensuring you stay on track.

So, the next time you face a hurdle, lean into your experience. Reflect on past campaigns, understand what worked and didn’t, and use those insights to guide your way forward.

TOP TIPS FOR EFFECTIVE COMMUNICATION PLANNING WITHIN MARKETING AND ADVERTISING

1. Create Conversation and Drive Influence:

You likely fell victim to the “Kardashian Effect” because I was in my past. In today’s digital age, being or creating the conversation is the new billboard (even though Digital Out-Of-Home is very legit).

Keep in mind that long-term success should always be in your vision. It’s about diversifying how you show up to your consumer on a regular basis. When done right, a brand can amplify its message and add credibility to your brand.

So, the next time you’re planning a campaign, think about what your brand voice should be and how it will show up to your consumer group. Ensure you’re educating your consumer during key time periods, such as when they’re viewing videos. Celebrities ask you to buy their products because you’re loyal to the influence of their brand.

2. Know Your Audience:

This may sound like marketing 101, but you’d be surprised how often it gets overlooked.

• Who are you talking to? How well do they know your product? 

• What are their pains, desires, and aspirations? How can your product solve them?

Understanding your target audience allows you to tailor your message so that it resonates with them personally. It’s all about building personal relationships. So, take the time to listen, understand, and then speak which can include offering up a product to feel the consumers void.

3. Authenticity is Key:

In a world of filters and curated feeds, authenticity stands out. Consumers today are savvy; they can spot a hard sell from a mile away. What they crave is genuine engagement. 

Share your brand’s story, its highs, its lows, and everything else. When you’re authentic, you’re relatable. And when you’re relatable, you build trust. And trust is the foundation of any successful marketing strategy. For instance, consider Brittany Broski, a symbol of genuine authenticity. With two TikTok accounts amassing over 12 million followers, her content exemplifies true authenticity. Check out this example from one of her videos: https://www.tiktok.com/@lostmymarblesagain/video/7284936052475858222?lang=en

4. Decisions are Derived from Data Analytics:

Gone are the days of shooting in the dark. With so much information at your fingertips, you can now make an informed decision.

What campaign worked? What didn’t do? Where do your customers come from? Data analytics provide the insight to refine your strategies, ensuring you get the best bang for your buck. So, dive deeper into those numbers, analyze them, refine them, and repeat. I frequently share this article on Marketing Mix Modeling, even though it’s somewhat outdated now.

CASE STUDIES: BRANDS THAT GOT IT RIGHT

Have you ever looked at a marketing campaign and thought, “Wow, they nailed that!”? Some companies have truly understood the power of influence and used it to their advantage.

1. Nike’s “Just Do It” Campaign with Colin Kaepernick:

Nike takes a bold step by featuring NFL player Colin Kaepernick, who is known for kneeling during the national anthem to protest racial injustice. It was a move that could backfire, but Nike knew its audience.

The campaign resonated with many, sparking conversations about social justice, sports, and brand values. It resulted in a significant boost in sales and a strengthened brand image. 

Nike didn’t just use an influencer; they tapped into a movement, making a statement about their brand values. They were focused on a long-term vision. Any short-term chatter surrounding their brand was merely a fleeting disturbance.

[Source: 1, 2 ]

2. Dove’s “Real Beauty” Sketches:

Dove took a different approach. Instead of celebrities, they focused on real women. The “Real Beauty” sketches campaign highlighted the gap between how women perceive themselves and others. 

It wasn’t just an advertisement but a message about self-worth and beauty standards. The campaign went viral, with millions resonating with its authentic and empowering message. It will forever be beautiful! 

Dove effectively used influence by tapping into real emotions and challenging societal norms.

[Source: 1] 

Powerful Lessons from these campaigns:

1. Know Your Audience:

Both Nike and Dove had a deep understanding of their target audience. They knew the values, emotions, and conversations that would resonate. Before launching any campaign, ask yourself: Who am I speaking to? What matters to them?

2. Authenticity Matters:

Consumers today crave genuine connections. Both campaigns were authentic in their messaging, which made them stand out. Stay true to your brand’s voice and values when crafting your campaign.

3. Dare to Be Different:

In a sea of advertisements, standing out is crucial. Both Nike and Dove took risks, challenged norms, and dared to be different. Sometimes, thinking outside the box can lead to the most impactful campaigns. Imagine Nike’s reaction if Kaepernick makes a return? [3]

4. Influence Goes Beyond Celebrities:

While influencers and celebrities have their place, real stories and movements can be just as powerful. Think beyond the usual and explore new avenues of influence.

CONCLUSION

The power of influence in today’s world is undeniable. From shaping consumer choices to driving brand loyalty, its impact is profound. 

But with great power comes great responsibility. As marketing professionals, it’s up to you to use this influence tactfully. Remember, it’s not just about getting a crowd; it’s about building real relationships and building trust.

So, as you create your next campaign, leverage the power of influence, but do so with honesty and authenticity. The possibilities are great, and the rewards are even greater.

Visit AdvertisingIsNotHard.com to learn more marketing and advertising insights from Jonathon McKenzie.