More and more marketing departments are relying on collaboration with Internet stars to promote products and brands. Because with the "magic bullet" Influencer promise themselves many: Reach, attention and the acquisition of new customers.
But without precise knowledge of the specific impact possibilities through influencers in their own product area, companies act as if flying blind. The desired effect can miss its target, budget is misinvested or the product recommendations lack authenticity.
To ensure that your influencer marketing does not become a blind flight, rheingold conducts a precise diagnosis of the "inner psychology" of influencer marketing in the rheingoldShare® Study Influencer 2018.
How does the effect of influencer marketing compare to conventional advertising?
What are the potentials and risks?
When is it worthwhile to advertise with influencers?
What dos & don'ts should be considered in influencer marketing, also in the context of different industries?
How does advertising with influencers affect brand loyalty in the long term?
"Micro and macro influencers reach almost every age. It's not just about addressing the younger target groups. Since every type of research on the web about certain product areas, e.g. technology, health, nutrition or cosmetics, also encounters influencers, a broad age range can be addressed," emphasizes Nicole Hanisch, psychologist and member of the management board at rheingold.
The target group
In order to create a target group that is as broad and differentiated as possible, eight consumers are interviewed in four rheingoldGroups® and 32 qualitative-psychological rheingoldInterviews®. In addition, 15 rheingoldInterviews® are conducted with macro-influencers (from 50,000 followers), micro-influencers (from 3,000 to 20,000 followers) and nano-influencers (1,000 - 3,000 followers).
Paul Bremer studied psychology in Lisbon, Warsaw and Hamburg as well as morphological media psychology in Berlin. After 3 years of training as an analytical intensive consultant, he has been working at the rheingold Institute since 2016. His focus as a researcher is on international research, the retail and beverage sector and political consulting. He is now a member of the management team as Sales and Insights Director
Phone: +49 221-466 828 0
E-mail: bremer@rheingold-online.de
