During mid 2000, company like VERITAS, EMC, ORACLE and others was making ripples through integrated marketing events, content sharing, press releases, etc. Fast forward a decade plus, you see much of 'Offline' events fading (still exist) to becoming further integrated with the social media/ digital apps eco-verse, pivoting into a branding cum influencer-driven play.
Here're my own thoughts / summary of the Edelman article.
I would like to put some Asian/Singaporean context into it. For some of baby boomers, is like Rediffusion, some may remember such a device exist in our living room decades ago. Podcast is not as popular to me, except for MrBrownShow (Mrbrown.com) which I started listening on/off for a decade now. What have grown significantly are Video Influencers or Youtubers who are gaining deeper mindshare in ASIA markets.
Having an ambassador model, by having long term engagement of certain influencer/s seem like a model to engage and build trust in their ecosystem and leaning into creative marketing.
'Smaller' influencers whom might provide some variety and impact on certain communities might give further brand extension.
Last year, I posted about social commerce and how it changing and influencing behavior. I have yet to see lots of implementation around me, except for use #tag or redemption code for discount/specials. However, this trend I believed it's coming.
Authentication and Amplification. Authenticity is key (too much fake + posers) and influencer amplification helps to drive the ripple effects on influencer content itself.
Measuring Return On Investment (ROI) from influencer. How to prove the ROI beyond influence. It's a topic worthy of further discussion as they can help shape the strategy of the brand's effectiveness.
Looking at a small sample size of Gen-Z whom I interact regularly. Their choice of platforms differs; Not FaceBook but Reddit + Instagram maybe and TikTok, Chat - Discord / Telegram / WhatsApp, etc.
In Asia, it's also regionalized and highly fragmented i.e. in Vietnam's Zalo and Korea's Kakaotalk, which these 'SuperApp' impact consumerism and content of the Gen-Z.
About the author
Stephen Chan is the founder of ASIA Technology Ventures. As a creative and entrepreneurial thinker with deep knowledge in both business and technology, he has accomplished more than 2 decades of high-growth businesses, developed revolutionary Go-To-Market strategies, led & built teams across Asia Pacific. He also has strong understanding of technology like SaaS/Cloud infrastructure, mobile apps, developer tools, blockchain, artificial intelligence, etc. Asia Technology Ventures was founded to help Asia's businesses transform, scale and compete beyond their comfort zone.
This is driven by his personal belief that "Success is a journey, not a destination", in-line with his pursuit of helping others as the foundation for true, happy, and meaningful living.