Marketing channels- d-light case study

Micro Influencers marketing

 Micro-Influencers:

These are influencers in  social media less number of followers but they interact with their followers regularly. They have higher customer engagement rates.

 The size of the followers: 
 Micro- influencers size of the followers varies between 1000 to 10000.

Industry to whom micro-influencers are essential

1. Health and wellness.
2. Food
3. Clothing
4. Cosmetics.

Process of identifying micro-influencers: 

Step 1 : Identify the followers in your social page.
Step 2 : Find the people who are talking about your brand in the social page.
Step 3:  Provide appreciable content for them to begin the customer engagement
Step 4: Speak directly to them. appreciate their involvement.
Step 5: Send sample products and beta products to test them.
Step 6: Request micro-influencers to create the message or content for the brand and
             use the good   one    for the brand promotion.

Advantage of Micro-Influencers:

1. Social Co-creation
2. Social promotion with less budget.
3. Buzz and marketing is more with micro-influencers.

Limitations of Micro-influencers:

1. They lack large number of followers
2. Larger fan following has limited customer engagement.
3. Identifying micro-influencers is difficult.
4. Single micro-influencer have limited returns. Thus, marketers should find multiple micro-influencers. It takes lot of time.

Marketing case study: Brand differentiation - Pulse candy from DS Group.