The following are the views of two Indonesian businessmen/marketers regarding the advantages and disadvantages of influencer marketing and organic customer reviews.
- The advantages of influencer marketing
Aditya Jamaludin revealed that the advantage of the influencer marketing strategy is that currently influencers in creating content are very creative and already have their own colors.
Meanwhile Charina Prinandita, CEO (chief executive office) stated that it is important for brands to be able to find the most appropriate influencers to represent the brand, then this will strengthen the associated brand image. And the power of influencers because they have a greater influence than the wider audience, this will make many of their followers trust the reviews given more.
- The advantages of organic customer reviews
In addition to influencer marketing, content forms such as reviews of brand-owned products that are prioritized organically by customers can also be an effective tool to be able to invite audience interest in the products being sold.
Its natural and authentic form often creates trust from the public when they want to use the products or services offered. Aditya Jamaludin also stated that the value of trust put forward by customers who have used the product or service is proportional to the progress of the brand. Meanwhile, with Aditya, Charina also revealed that organic customer reviews also have an effect on increasing the value of public trust in the product. The reason is because organic reviews are the most honest form of reviews from customers about a brand’s products, and that honesty will ultimately increase the value of the product in the eyes of potential buyers.
- Lack of influencer marketing
Influencer marketing is probably one of the most popular phenomena for brands. And because many marketers are using this marketing strategy and also increasingly guaranteeing influencers on social media, it is now quite difficult for brands to choose who is the most suitable for them to work with. According to Aditya Jamaludin, this is a drawback for the influencer marketing strategy.
On the other hand, the CEO stated that the weakness of influencer marketing is that reviews for brands are sometimes considered quite ordinary or one-sided. This is because of the paid promotion factor from these influencers. But on the other hand, there are also shortcomings that are felt by these marketers from organic customer reviews.
- Lack of organic customer reviews
One of the shortcomings felt by Aditya in organic customer reviews is that due to its natural nature and user generated content, making reviews from these customers often do not match the styling briefs that have been standardized by the company. And maybe if there are bad reviews, then the brand has no power to refute or correct it.
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