Skip to content

A Guide to Influencer Marketing with Neal Schaffer

In this episode of the Target Internet’s Digital Marketing Podcast, host Ciaran Rogers, the podcast producer and Marketing Director of Target Internet Ltd along with co-host Daniel Rowles, the CEO of Target Internet Ltd and founding director of the Digital Leadership Programme talks with Neal Schaffer about his latest book, The Age of Influence, a definitive guide to influencer marketing.

Talking about the changing social media marketing, Schaffer says that it’s continuously evolving like a tumbleweed over time and getting bigger everyday and therefore, he considers it not just a revolution but an evolution. Simultaneously, the company’s or individual’s organic reach is decreasing and they are relying more on paid marketing or advertising on social media. Rather, as paid advertising and ad acquisitions are increasing, people’s trust in advertisement is decreasing and consequently the impact of advertisement is also decreasing, Schaffer remarked.

He talks about his book, which is a guide to influencer marketing and addresses the issues disrupting marketing trends, including declining television viewership, growing social media audiences, and increasing usage of ad-blocking technology. It also teaches people how to establish relationships and how it is possible to do things like networking and collaboration to a large extent without anyone else’s help. The trio further sheds light upon the right ways of creating meaningful relationships and warns to avoid inefficient, mediocre approaches.

They strongly encourage companies, businesses or brands to first consider those who know them for influencer marketing rather than running after the people who don’t even know them and might even have varied interests. For instance, treating and turning your employees, customers, fans, ecosystem partners and followers as influencers helps in leveraging their influence for marketing while gaining their loyalty and creating a win-win situation for both sides.

Back To Top