by Dayoan Daumont
Influencer marketing has increasingly been employed as a proven, go-to marketing strategy across many cutting-edge companies’ category-defining consumer marketing plans. All the while, advances and innovation in understanding how consumers think and feel -- from a cognitive perspective -- have provided marketers new tools and insights into their target audiences. As behavioral science has given way to a more codified set of advanced marketing tools, there exists an opportunity for brands to form more meaningful connections with consumers.
In Conversations That Matter – Beyond Influence: How Behavioral Science Enables Influencer Marketing’s Future Ogilvy Consulting’s Spencer Schrage and Linqia’s Keith Bendes review how influencer marketing has evolved over time and how micro-influencers form strong ties with their followings, delivering better results for marketers. More specifically, we will consider new cognitive and behavioral tools, and prescribe how marketers can use them as a means of making their approaches to influence more effective.
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Dayoan Daumont is a Consulting Partner, Innovation and Digital Transformation at Ogilvy Consulting.