Why Swiss marketers rely on influencer marketing

Influencer marketing is in vogue. Nevertheless, a majority of Swiss marketers do not yet use this method, as an online survey conducted in mid-June 2017 revealed. 44.7 percent of respondents said they use influencer marketing.

Most marketers work with influencers to raise brand awareness (68.2 percent). 45.5 percent said they want to use them to generate new target groups. Product placement (31.8 percent), customer loyalty (27.3 percent) and addressing Generation Z (18.2 percent) are also reasons for infleuncer marketing.

Among the channels used for influencer marketing, Facebook (57.1 percent) and Instagram (47.6 percent) dominate. Blogs, YouTube and Twitter are also used from time to time. Snapchat, on the other hand, is very rarely used (9.5 percent).

Comments: What experience have you gained and do you plan to rely even more on influencer marketing in the future?

"I'm in B2B, so the best way to sell a product is through influencer marketing. Someone from outside the company confirms the excellent features of the product and the collaboration. But it depends a lot on the interaction and credibility of the influencers. Personally, I wouldn't put my reputation on the line for any money in the world."Nadja Rohrer, Belimo Automation AG"People need role models to guide them. Influencer marketing takes advantage of this fact. The strategy works when it is clear from the outset who is promoting what. Otherwise, influencer marketing becomes a boomerang."Christian Iten, PULSCOM !"Influencers: yes, but prefer micro-influencers with nearly 100% match to target audience. Big accounts usually miss the target audience."Renato Mitra, Mitra & Wälti Communications"No experience gained so far. In the future, a trial with a satisfied customer who is active on Facebook is an option."Fredy Zurflüh, cce-partner"None yet - however then it should be brand loyalty."Erich Rava, 5thSense CommunicationsRead more about influencer marketing in the upcoming MK issue 06-07/2017. Subscribe now!