In every decade, a lot of businesses thrive because they can deliver what’s scarce. Scarcity is a fundamental economic concept that examines the gap between limited resources and limitless desires. Customers will beat a path to the doors of companies that can deliver whatever they want that’s in short supply.
The notion of authentic sustainable engagement underlies a new report from Brian Solis, “Influencer 2.0: The Future of Influencer Marketing.” (TopRank Marketing and Traackr produced the research for the report.) In the report, Solis argues that influencer marketing needs to evolve into influencer relationship management. “By consistently connecting relevant influencers (and) useful and interesting content in the right places at the right time,” he writes, “brands earn reciprocity, establish trust, and build loyalty.”
In other words, the payoff for authentic sustainable engagement with influencers is bigger than the one-time lift from a paid post on Instagram or a short-term influencer campaign.
The principle of authentic sustained engagement isn’t limited to influencer marketing or customer relationship management. Among the vast array of business practices where it fits, leaders should think long and hard about applying the concept to their company values.
The next few years will see a marked increase of companies getting serious about their values. We know from a mountain of research that climate change is the top concern of millennials,...
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