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100 Shades of Influencer Marketing

Find out what marketers and opinion leaders from around the globe think about influencer marketing.

We are featuring 100 influencer marketers in this eBook as well as on our magazine with a circulation of 10 million monthly audience across Ainfluencer and 12 other domains, apps, and databases.

If you are interested to participate, here is the link to participate. It is a totally free branding for you and getting featured in a valuable book.

 

Irish Palo


Digital Performance Media Strategist at Publicis Media

Influencer Marketing involves selecting content creators in a certain niche that are called to create a series of content that educates end-users on a certain product/service with the objective of creating awareness, engagement and conversion (purchases) whereas digital advertising is the practice of delivering content (promotional or storytelling) to users through various online and digital channels such as your websites, social media channels, and apps.

Madeline D. Stevens


content marketer

Influencer Marketing, in my experience, involves content creation, affiliate marketing, video creation and a number of other skills to promote yourself or a product. You influence other people by showing them how a product works for you. You engage and use your niche target audience to your advantage. As a Digital Advertiser, you have many ways to promote products on different platforms. They also try to target specific audiences and engage with them.

Madeline D. Stevens


content marketer

Thomas Deane


Business Development Manager @DeanoVisualDesigns

Basically, In digital advertising you are just advertising the brand or the brand’s product online. Influencer marketing is similar but it takes it one step further. Influencer marketing involves using an influencer’s status to promote specific products to their audience and so, because the audience admires the influencer, the influencer helps to increase interest in the product they are promoting.

 

 Lisa Dion


Marketer

It's possible to reach a broader audience through digital advertising, and the brand/marketer is solely responsible for strategy — messaging, target audience, and which platform(s) to use. With DA, you're at the mercy of algorithms and need to be constantly on top of those pesky, ever-changing data units.  
Influencer Marketing is more niche and targeted, so while you might not have as large an audience, conversions are more likely. The strategy is usually less controlled by the brand/marketer, which has both positives and negatives. Also, Influencer content is generally evergreen.

 Lisa Dion


Marketer 

David Perez


Growth marketer

 Digital advertising is speaking directly to your target audience. Influencer marketing is using a trusted name in that niche to promote your product or service.

 Will Blesch


Content Writer 

Both types of marketing utilize the content. Both can help increase a brand's reach. Both can help a brand stand out from competitors. I think influencer marketing can sometimes be less disruptive but also carries more risk. For instance, I feel choosing the WRONG influencer can hurt a brand's image more than a bad digital advertising campaign.

 Will Blesch


Content Writer 

Marc Duke


influencer marketer

One is about transactions (advertising), the other about relationships that might result in transactions (influencer marketing).

 Ariel Goriachi


Digital Marketing Senior Analyst at Integro Bancorp Inc, Founding Member

Leveraging an established platform with users who actively follow characters vs. feeding advertisements into multiple platforms with the hopes of streamlining patrons.

 Ariel Goriachi


Digital Marketing Senior Analyst at Integro Bancorp Inc, Founding Member

Danielle MacInnis


Marketing Specialist 

Influencer marketing is all about using people of influence to promote your product or service by leveraging their tribe. Digital marketing is everything online that is used to communicate, sell and educate via websites, social media, ads, blogs and forums.

 Ahmad Haji


Marketing Executive

My opinion is that both strategies work, depending on your campaign goals and target audience predominantly. Digital advertising can be targeted to a region, socio-demographics, and even psychological profiles sometimes. You also know whether your audience is yours or if they are your competition's actual customers, or if they are interested in your products instead of your competitions. On the other hand, influencers' followers can be geographically dispersed and not representative of your target audience. From a psychometric point of view,  they have an innate desire to be like the character the influencer they follow portrays. That means they are more susceptible to the recommendations communicated by the influencer they follow.

 Ahmad Haji


Marketing Executive

Jasmin Pukke


 Virtual Assistant

Although digital advertising can be effective at improving business, influencer marketing gives versatility and life to a product. Digital advertising can sometimes be viewed as artificial (I.e. staged photoshoots, carefully planned out content); however, with influencer marketing, brands give influencers the freedom to represent the brand how they think is best and can connect with their audience efficiently. Influencer marketing allows many different people, with different ways of thinking, to represent a product. This, in turn, means the product has many different ways of being advertised. Additionally, it is part of an influencer's job is to create a bond and trust with their audience. When an influencer does this correctly, and their audience trusts them, they also will trust the products they promote. So, instead of a business trying to market and sell directly to the customer, they can use an already trusted influencer to promote the said product and increase sales immensely.

 Renic Nikki du Toit


Senior Social Media Strategist

I would say influencer marketing is marketing with a personality and a great idea. Digital advertisement is necessary for every business and is more necessary for marketing than influencer marketing.

 Renic Nikki du Toit


Senior Social Media Strategist

Renato Linares


Freelance Content Marketer

Influencer marketing is far more engaging than digital advertising. I see digital advertising as a one-way road, leveraging pixels, lookalike audiences, and ad-sets to get customers to buy a product or service. Influencer marketing focuses on leveraging niche communities that already value the content produced by these content creators, focusing on a deeper connection.

Naomi Wengier


Founder, Professional Writer & Small Business Consultant

I think they both have a place in marketing. However, influencer marketing can really create inspiring content, especially if it's showing somebody’s personal journey, spirituality (like yoga or meditation gurus), travel, or anything else that can portray something visually inspiring and relatable.

Naomi Wengier


Founder, Professional Writer & Small Business Consultant

Kirby Edward Briggs


Sales & Marketing Management Professional

Digital ads are banners at the top and side of a web page.  With influencer marketing, social media users develop a connection or kinship with influencers thereby elevating the chance that users will be more engaged and leave likes and comments.  Influencer marketing equals social proof.  Influencer marketing equals higher conversion rates and can assist a company in reaching new audiences and expanding brand awareness.  A combination of the two is most effective.

Ongama Madingana


 Entrepreneur & Marketing Graduate

Influencer connects the target audience, whereas digital advertising is grouping your customers according to their needs.

Ongama Madingana


 Entrepreneur & Marketing Graduate

 Kristian Sturt


Head of Influencer Marketing & Talent Management 

Apples and oranges. Influencer marketing is far more personable and as such, will often lead to better conversion. Digital advertising can, of course, have its benefits as well. In reality, the two can co-exist and when the right marketing plan is in place can be used effectively together. However, in recent years, almost everything points towards influencer marketing being far more beneficial and this doesn't look like it's changing.

Alisha Forrester Scott


Founder and CEO, Business Dev. and Sales Marketer

From a consumer's POV, influencer marketing may appear as more of an experience like a conversation is. This can be compared (contrasted) to digital advertising impressions which are perhaps a less permanent experience in the memory of a consumer than influencer marketing is.

Alisha Forrester Scott


Founder and CEO, Business Dev. and Sales Marketer

Ivana Taylor


Small Business Marketing Expert, Online Publisher and Influencer

First, let's establish that businesses that use an advertising strategy are paying for direct placement in front of their ideal customers. For example, when you pay for Google Ads, you pay to be placed at the top of the search results. When you pay for Facebook Ads, you pay for your content to be placed in front of predefined target customers. When you pay an influencer to create and place content, you are "jumping the line" and being placed in front of a target audience.  The big difference here is that you are paying to leverage that influencer's existing relationship with their audience. In other words, you are creating a relationship-building shortcut.  The influencer is inviting you into their community and allowing you to stand in their limelight, so to speak.  
If you are lucky enough to have an influencer feature your brand simply because they like and use your product or service -- that's more like earned media.  In other words -- it's PR.
Many brands work to enroll influencers to create content for free as if they were ambassadors in exchange for free products and services. While this can work in some markets -- it's not as effective with B2B products or services because those influencers are typically subject matter experts and spend hours creating technical content. 

Alessandro Bogliari


Co-Founder & CEO at The Influencer Marketing Factory

Influencer Marketing is more personable. Banners and cold paid media are gaining less traction nowadays, especially for Gen Z and Millennials. Influencers have the power to tell stories and to influence their audience to behave a certain way. It could be anything from buying a new pair of shoes, downloading an app, or donating blood. Users want to see authentic content and find influencers that are relatable and that speak their same "language".

Alessandro Bogliari


Co-Founder & CEO at The Influencer Marketing Factory

Charlie Fox


Freelance Copywriter, Content, & Marketing Specialist

There is no comparison. While I would like to give a specific answer, that is simply not possible - there are too many variables to take into account when comparing influencer marketing vs. digital advertising. The immediate variables that one needs to take into account when asking a question like that would be: Who is your target market? Where do they hang out the most? What is their age range? Where do they receive their information? Who influences their decision-making?
Let's put this into a real-world application. Let's say I am an investment broker targeting 50-year-olds, and I want to talk to them about living wills and trusts. I can definitely say with certainty that this type of information is NOT going to be the topic of hot conversation by an influencer. Let's talk about healthcare - again, not touched by influencers.
On the other-hand, if I want to sell the hottest new fragrance from Marc Jacobs, influencer marketing would be the de facto.
 So, they're both equally important depending on one's demographic and target audience.

Denise McDonald Dorman


LinkedIn Influencer

Influencer marketing is derived from thought leadership.

Denise McDonald Dorman


LinkedIn Influencer

Suzanna Piacente


Marketing at Inside Out PR | Strategy | Planning

They usually complement each other. You can have digital advertising without influencer marketing, but you can't do it in the other way around.

Nandyala Shashank Yadav


Business Development Lead || Influencer Marketing

Influencer Marketing is more of a personalized approach and if influencers are talking about any brand or product, their credibility and popularity carries over to their community with the product attached to it. Influencer marketing Is part of digital marketing. Digital marketing is very vast and it involves technology and performance-based marketing.

Nandyala Shashank Yadav


Business Development Lead || Influencer Marketing

Rafael Schwarz


Influencer Marketing

I’d consider influencer marketing to be earned media (the creator is the sender) while digital advertising is paid media (the brand is the sender).

Muhammad Junaid


Helped Brands to DOUBLE SALES through influencer marketing

Influencer marketing involves promoting your stuff or increasing brand awareness through influencers with an engaged audience.
Digital marketing involves using your own brand’s/business’ platforms to promote that brand.

Muhammad Junaid


Helped Brands to DOUBLE SALES through influencer marketing

Bohdan Yeromin


Influencer marketing | Co-Founder IMABYS

Influencer marketing can have a more rapid turnaround on sales than digital marketing. But, it's hard to measure and predict results from influencer marketing. There are more tools for general digital marketing to track data.

Magda Ziolkowska


Digital Marketing, PR and Influencer Marketing Expert

Digital advertising is a form of marketing that’s focused on using various digital channels to deliver promotional messages to customers. Influencer marketing is a more tangible and personalized form of advertising. Audiences of influencers follow them for a reason, they identify with them and they trust their expertise in a certain niche.

Magda Ziolkowska


Digital Marketing, PR and Influencer Marketing Expert

Nicholas Taylor


Digital Marketing Director

As the market grows more saturated, it’s becoming increasingly difficult to engage with audiences using digital advertising. Users are bombarded with massive amounts of material which means your ad's chances of promoting your product are less than they used to be. But, influencer marketing allows a company to market to a specific, highly engaged audience. 

Jesus Cesar


Marketing Content Branding Influencer

They both require you to figure out exactly who your target audience is. You can also have digital advertising without influencer marketing but not vice versa. 

Jesus Cesar


Marketing Content Branding Influencer

Gord Collins


Content Strategist

Influencer marketing, when organized effectively, can generate better leads with more purchase intent.

Ayush Dixit


 Influencer Marketing Specialist

Both are very related to one another but influencer marketing is a more specific form of digital advertising that incorporates a brand’s marketing efforts into their consumer’s social media use. 

Ayush Dixit


Influencer Marketing Specialist

syed jawad khalid


Influencer Marketing and Sales Specialist

Influencer marketing is less automated than digital advertising but more fruitful. You can target a highly relevant audience through influencers in your respected niche.

 Iqra khan


Influencer Marketing

Influencer marketing has a more personalized feel to it with people advertising through word-of-mouth. Whereas digital marketing does not usually advertise through word-of-mouth. Influencers also have more of an impact relative to their audience size than other digital marketing methods do. 

Iqra khan


Influencer Marketing

Radmila (Rada) Rozenberg


Influencer & Campaign Management at The Social Strategy Agency

Influencer marketing gets you a greater ROI by hiring a content creator who has already built a niche community. An audience of a trusted community is a lot more effective than a targeted Facebook ad or your own social media platform. However, I do believe that using all of these correctly will get the best conversion.

Ehsanul Haque Zobaer


Freelance Digital Marketer

In general, advertising is the process of getting a product or service known to a wide audience, whereas marketing is the process of aligning a product or service with a specific target and persuading them to buy based on research and data.
Because of this, influencer marketing is considerably more effective than traditional advertising.

Ehsanul Haque Zobaer


Freelance Digital Marketer

Kaanga Hanaite


Digital Strategist | Marketer

Both can't work well without social media.

Harsh Bathia


Marketing Management

Influencer marketing involves leveraging the digital following that the influencers command on their content to promote a business. Influencer marketing can not be used to aid the bottom of the sales funnel. It is more efficient in bringing in traffic through the top and wide end of the funnel.
Digital advertising on the other hand may or may not leverage influencers as a means to gain traction. It can be used to satisfy a myriad of objectives such as gaining traction, generating interest, assisting shoppers in making valuable choices, etc.

Harsh Bathia


Marketing Management

Edward Asare


Digital Marketer at UBA Ghana Ltd

Influencer marketing requires an individual with an audience that they can influence. Digital advertising does not necessarily require an influencer. 

Richard Nelson


Digital Marketer

The social proof in influencer marketing is more compelling.

Richard Nelson


 Digital Marketer

Nevil Dipakkumar Kaswala


Nano Influencer

Influencers generally have more massive followings on social media but social media is an integral part of digital marketing. These influencers work better than other online ads as their followers are connected to them mentally and emotionally leading to a greater impact on their audience and are often demographically similar to them. 

Devendar Kashyap


Digital Marketer 

Influencer Marketing can be used online or in-person if the influencer acts like a representative for the brand offline. Digital marketing is limited to marketing only on digital platforms.

Devendar Kashyap


Digital Marketer 

Bezawit Amare Demere


certified digital marketer

Influencer marketing is a new trend, especially in Africa, whereas digital advertising is a relatively older concept. 

Hanna Sorbito


Story-first Digital Marketer

Influencer Marketing is mainly focused on leveraging creators in order to drive traffic and/or sales to a particular brand. Unlike the traditional digital advertising, it tends to be less costly and it is anchored on community building.

 Hanna Sorbito


Story-first Digital Marketer

Ashley W Boggs


Digital and Relationship Marketing Expert

Influencer marketing has become a powerful force in media because authentic views from people you trust are so extremely valuable.  Consumers are much more influenced in their buying journey by following people they love and respect.

Abitha Pallett


Freelance Digital Marketer & Writer

Influencer marketing is all about the respect and rapport built between an audience and an influencer. Whilt it has its home in the digital - specifically the social - digital advertising encompasses a whole lot more than just influencers.

Abitha Pallett


Freelance Digital Marketer & Writer

Pablo Verswyvel Klug


Influencer Marketing Entreprenuer

It's a more human side of digital advertising. 

Saad Shoaib


Digital Marketer

In my opinion, as conventional television’s popularity declines, influencer marketing will become the way to attract younger populations. But, If your audience is diverse or older, digital advertising can serve you better than influencer marketing. 

Saad Shoaib


Digital Marketer

Abdelmonem Hassan


Top-Rated Digital Marketer at Upwork

Influencer marketing is the digital version of in-person sales. It is more personable and more similar to a sales pitch than digital advertising. 

Julio Viskovich


Digital Sales and Marketing Consultant

Digital marketing includes all online platforms that communicate with potential customers. It is paid for and owned by a business to earn profits and can include things like email marketing campaigns, SEO practices and paid ads. Influencer marketing, on the other hand, garners more trust and leverages real people not directly connected to the brand. Influencers have their own loyal communities that are highly engaged and so conversion results are guaranteed. They can be very economical and very specific about their niche. You expect influencer marketing to develop a lot in the next few years. 

Julio Viskovich


Digital Sales and Marketing Consultant

 Zolisa Manyela


 Partner at ATRICA Software

iMarketing (Influencer Marketing) used to be the job of the CEO, but today it has transformed into reach-based exposure. It is a part of digital advertising execution within the advertising and marketing ecosystem.

Danay Escanaverino


 Multicultural Marketing Growth Hacker

Influencer marketing is a subset of digital marketing that helps to increase brand awareness and generate content. 

Danay Escanaverino


Multicultural Marketing Growth Hacker

Nikhil Doifode


Influencer Marketing Consultant 

Digital advertisements tend to be ignored by users unless they are super engaging or of interest to a specific person. Influencer marketing tends to draw from an interested crowd that wants to hear what an influencer has to say. It is more authentic and there is more trust associated with influencer marketing.  

Andrea J. Sok


Bringing You the Power of PR & Influencer Marketing

Influencer Marketing is one of the most effective ways to drive authentic interactions with your brand.

Andrea J. Sok


Bringing You the Power of PR & Influencer Marketing

 Pooja Bhardwaj


 India's leading influencer marketing company

No comparison, it is a part of digital marketing. In influencer marketing you are doing digital advertising but in a more organic way.

Akshay Bahir


Digital Marketer, SMM / SEO Expert, Consultant At Audience Visible

While the presentations may be different, influencer marketing is a more personalized and targeted form of digital advertising. Influencers generally produce a spike in brand awareness where other digital advertisements are more gradual. 

Akshay Bahir


Digital Marketer, SMM / SEO Expert, Consultant At Audience Visible

Drishti Arora


Humber College | IIM Indore | SIU'19 | Marketing Management

Influencer marketing is just a type of digital advertising. It is becoming increasingly popular and emerging as a strong form of digital advertising that gives higher engagement rates than other methods of advertising. 

Shivangi Agrawal


Digital marketer | Copywriter

Influencer marketing seems more promising in terms of product positioning. Today's tech savvy consumer is overburdened with information and ads seldom do justice. However, choosing the right influencer is just as important, with a rise in pseudo-influencers, the chances of losing your customer base are high with the wrong influencer.

Shivangi Agrawal


Digital marketer | Copywriter

Kate Lynn


Social Media Marketer

Digital advertising has had a bit more time to come into its own with established benefits like YouTube and Google Ads. Influencer marketing is relatively new. Influencer marketing, in my opinion, gives promotions a more personal touch. It is also more cost and time effective because the loyalty between the digital influencer and your potential customers has already been formed.

Faryal Shahid


Creative Strategist | Digital Marketer

Influencer Marketing is a tactic within the digital advertising landscape. Influencer marketing content can have a variety of objectives. This is due to the engagement factor between the audience and the influencer. A high engagement may not directly lead to sales for a brand but it does allow for other things simultaneously like enhanced brand recall, organic growth and a trusted source’s backing.

Faryal Shahid


Creative Strategist | Digital Marketer

Akarshi Aggarwal


Influencer Marketing intern at Whisttler | Studying BMS at DU| Social Media Marketing

Influencer marketing is a more personal form of advertising where the target audience has trust in the person advertising the product/service. 

Kajal Rohan Bhuse


Digital Marketer

In digital marketing, your campaign design decides the outcome but in influencer marketing, the influencer decides the outcome.

Kajal Rohan Bhuse


Digital Marketer

Vivian So


How to Tell My Brand Story | How to Market My Coaching Biz | How to Sell by Telling My Story Virtually

Influencer marketing leverages established networks more than digital advertising. 

Vladimer Botsvadze


Startup Advisor

The majority of people trust recommendations from influencers over brands. Instagram and influencer marketing is key to social and commercial growth and is growing more rapidly than digital advertising. There is no doubt that influencer marketing is important when it comes to building relationships with consumers on social media. Last but not least, influencer marketing generates 3X the sales of digital advertising.

Vladimer Botsvadze


Startup Advisor

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