The Consultancy is in the blog

Here are some of the most interesting articles of the last weeks selected by The Consultancy Group: 

Brand Minds In part 1 , we’ve explained what an influencer is and how influencer marketing works. But I’m sure you want to know if it’s really effective and how it can actually help you . What are the benefits? An influencer will speak about the pros and cons of your products, but in such a way as coming off far more credible and useful than any traditional ad could do. It is important to realize that it is the influencers who have built their audience. It is not accidental that fans follow influencers and not the brand . By reading a post, the audience cares much more about the influencer’s opinion of your product than about your brand.  When done right, brands have much to gain by engaging in influencer marketing . It’s a strategy that leverages the influencer’s reach, credibility and salesmanship to advocate a product to consumers, which results in awareness, improved perception and action (or conversion). Working with the right influencers can have a multitude o...

Sproutsocial Influencer marketing : everyone’s talking about it. It’s been a buzzword for a while now and mainstream media refers to it constantly. But what is influencer marketing, really?  To understand what influencer marketing is and how it can be leveraged by your brand , we need to understand the concept of influencers . What is an influencer? One of the biggest misconceptions is that an influencer is someone with a l arge social media following . This thinking confuses influence with popularity. The act of influencing requires a specific result: a change in thinking or in behaviour .  We can therefore define an influencer as being someone who has the power to influence the perception or behaviour of others , for example by affecting their purchasing decisions , often times based on authority, knowledge, position, or audience relationship. In more simple terms, an influencer is a person who can influence the opinions of other peopl e and get them to do s...

Lacoste In an era where consumers’ blind trust has disappeared across all industries , honesty and authenticity have become the qualities that matter most. More than ever, companies are being held to higher standards . New generations expect more from brands. From the shirt they wear to the poke bowl they post on Instagram, they choose products and services that align with the values they want to project online and off, increasing the need for brands to be value conscious. Of course, customers still want value for their money. But today, specific values now count more than price .  When talking about “new generations”, of course the famous Generation Y or Millennials come to mind. The catchword generation. The game-changers. The so-called “destroyers of industries”. They were born roughly between 1980 and 1995, and have been a point of focus for the last few years. The Centennials or Gen Z are another up-and-coming, yet still largely unknown, younger group born after 199...