In today’s media landscape the only constant is change. For brands, this presents both a challenge and an opportunity. The challenge is to evolve and embrace the changes. The opportunity is to leap ahead of the brands who are holding onto the ‘old model’ and connect with audiences in the mediums they live in.

 

The changes in media consumption lead by technology, the rise of digital media and the proliferation of screens have all played a direct role in changing the habits of consumers. They’re in control of the content, and marketing messages they consume. So it’s harder to find your audience in the places they used to play.

 

The new approaches focus on finding and following consumers wherever they go. Meanwhile, individuals are choosing who they wish to follow and are aligning themselves with influencers who are creating genuine and relatable content.

 

The influencer marketing phenomenon provides a powerful platform for brands to engage audiences and amplify brand messages via the bloggers, digital influencers, experts and public figures they choose to follow.

 
Community engagement has played a key role in the development and growth of our business. It was only natural to explore social influence as a channel to find where these communities existed online and continue the dialogue. Our priority is to engage influencers who have a genuine interest in the brand and do a great job of telling our story to an audience we wouldn’t have been able to reach.
— Dave Chitty, Otherside Brewing Co.