An Empirical View of Influence Marketing from Influencers and Influence Marketers

The present study is an effort to know the current trend of the influential marketing. Influencers come in many ways, either online or web celebrity or even the other customers. Influencers can play a role in each moment of truth during the customer journey through content, engagement and community. It is by engaging influencers in authentic, long term relationships and creating value within the relationships between influencers and their communities, that CMOs can impact sales, satisfaction, retention and overall customer experience. The true potential of influence marketing on social networks rests on the quality of relationships developed with influencers. Influential marketing strategies must be focused on the customer's contextual experience and then proposes to reinvent the mapping of the consumer's journey, based on content that is centered on the needs of the customers and distributed by influencers and ambassadors. "There is no more B2B or B2C It's Human to Human, H2H. Social and marketing need to work together to personalize individual conversations, as well as deliver shared global experiences that crowds of common values can benefit from and this is what our social and digital mediums have gifted us, and how humans interact and feel more compelled to take action." Many companies are now investing their efforts and resources into influence marketing thus the current study was proposed with a sample of 180 respondents in Coimbatore to know the marketers and influencers view on influencial marketing. Dr. R. Anuja | D. M. Lavanya "An Empirical View of Influence Marketing from Influencers and Influence Marketers" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-4 , June 2018, URL: https://www.ijtsrd.com/papers/ijtsrd14575.pd