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Marketers should be hunting for a perfect product, not influencers

Using the Kardashians and Rihannas of this world can bring reach and exposure, but they don’t build a marketplace

Recently, Rihanna tweeted a picture of herself listening to her new album, Anti, on what looked like a cross between headphones and a crown. The golden and crystal gadget in question, designed by Dolce & Gabbana and priced at $9,000 (£6,215), sold out within 24 hours.

For those working in the business of taste, this was no surprise. While it is unclear whether Rihanna was actually endorsing the headphones, it is an accepted marketing practice for companies to send their products to celebrities and bloggers, then sit back and watch the likes and, some claim, sales roll in.

The formula linking the complexity of social influence to sales doesn’t exist. But this doesn’t seem to worry marketers.

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