Marketing in the news

    The article “Top 15 trends that will Impact Marketing in 2022” written by Forbes interested me because growing up Forbes has always been the Magazine that wrote and featured the most popular people.  Whenever I read anything that was written from Forbes I feel as though it has to be real. 

    

    The article talks about the 15 agency council members of Forbes and it shares a marketing trend that they believe will change the way the market is this year. The top three that stood out to me were the things that were mentioned by  Danielle Wiley from Sway Group, Solomon Timothy, OneIMS, and Jason Hall, FiveChannels Marketing. Danielle believes that influencers will start to build a relationship with their brand deals/ sponsorships instead of doing one-time deals with them. Solomon speaks on how buyers and customers are becoming more independent when it comes to buying their products. Businesses may need to spend more time and money marketing in a more creative way to keep their attention on their business and products. Jason touches on the subject that influencers have made a connection with their audience which comes in handy when doing brand deals with them. If their fandom trusts them they are willing to buy whatever product they promote if they truly love the product.

   

    Danielle is the CEO of her company Sway Group which is an agency that helps companies such as Albertsons, Stonyfield organic and many more market in many ways.  What makes her company so unique is that it is women owned and operated. Something they promise their customers is guaranteed results with statistics to back them up. Along with that they also have a network with over 30k influencers so there will definitely be a match for any company. Being promoted on facebook, instagram and campaigns is how they get their word out as well as once one influencer mentions them another hears about so word of mouth is also a big one. Danielles company currently uses a platform called “The sway dashboard” where they recruit influencers and add them to this platform where brands and companies can select who they would like to work with and see if they are a good fit. The platform shows things such as their creator IQ. With having this platform they run into the challenge of money. Due to COVID a problem they are having right now is not being able to meet in person. It really takes a toll when you trust these people to promote your business or product but are unable to meet them. One way they are overcoming this is they have always been remote so it wasn’t that much of a change when it comes to the work flows. They also value always being involved with each other and communicating. A competitor would have to be Influence central but due to the fact that the Sway Group has more eyes on them and more people are using them they are better known.

    Their sway dashboard is very unique in the way that it is as if it was a social media platform for influencers. Almost like a linkedin and handshake but specific to influencers they work with and their data to support them. I think that doing campaigns, social media and the dashboard are a good way to approach their marketing right now. Things are changing quickly and that has to be altered but for now I think it is the best fit for them. I learned a lot about influencers doing this research. When it comes to influencers they aren't really open about the behind the scenes so it was interesting to see and learn more about it. I learned that marketing yourself as an influencer can be harder than it seems!

Panel®, Expert. “Council Post: 15 Top Trends That Will Impact Marketing in 2022.” Forbes, Forbes Magazine, 14 Jan. 2022, https://www.forbes.com/sites/forbesagencycouncil/2022/01/14/15-top-trends-that-will-impact-marketing-in-2022/?sh=d473aba6f0c9.