What do you notice about this type of marketing?

Marketing is giving a message to an audience. There are many ways to accomplish that, like television advertisements and the use of digital media. Another method is an expanded version of “word-of-mouth” marketing that uses individuals “…who can reach and resonate with a large audience (Burclaff, 2019),” from less than 1,000 to over a million! In decreasing number of followers, the influencers are titled as Mega, Macro, Micro, and Nano Influencers. In Gary Vayberchuk’s business, he influences an array of people who are wanting to succeed but feel stuck and are unsure of their next moves. 

What strategies are they employing?

I see a lot of influencers on YouTube, for example, that aim to teach strangers kindness and knowledge for an efficient, successful, and happy life. “Gratitude,” Gary V explains, “is my fuel…So, I’m just grateful, you know (Vaynerchuk, 2022).” This consistent message in pushing forward through the shift of perspective is found in almost every one of Gary’s YouTube’s videos. His message resounds so powerfully, that I actually get goosebumps hearing his words like an electric surge, pushing me to do the right thing. His strategy is simply in being real and unfiltered. With no sprinkles on top, an understanding of the raw world can help grow individuals more maturely.

What role do these influencers play in marketing?

The many deliveries of this message shows that strategy is not always found to incorporate only one method. Rather, one should incorporate integrated marketing. You can think of this like a filter, separating into the appropriate markets. Gary is like a friend to everyone he meets, he takes the time to know their story and (as best he can) provide advice catered towards that individual. I have watched many videos and each interaction involves keeping a positive mindset. 

How does the use of marketing perspective impact the relationship between the company and consumer?

Using real experiences impacts the community emotions; therefore, creating a strong bond between the influencers and their followers. For those who are struggling to find that motivation, they can find a deep relationship with Gary V online and in-person. This uplift ripples into the community so now this individual provides their craft and the people around him benefit.

References:

Burclaff, N. (2019). Influencer Marketing: A research guide: Metrics and cost. Research Guides. Retrieved September 19, 2022, from https://guides.loc.gov/influencer-marketing/metrics-and-costs 

Pixels. (2019). The eyes of dr. TJ Eckleburg – The great gatsby – f.scott Fitzgerald – Blue 04 by Studio Grafiikka. Pixels. Retrieved September 19, 2022, from https://pixels.com/featured/the-eyes-of-dr-tj-eckleburg-the-great-gatsby-fscott-fitzgerald-blue-04-studio-grafiikka.html

Vaynerchuk, G. (2017, October 23). Greatest speech ever – gary vaynerchuk on millennials and procrastination | most inspiring! YouTube. Retrieved September 19, 2022, from https://www.youtube.com/watch?v=nShlloNgM2E