MARKETING MANAGEMENT – Digital Influencers

Vol. 12 – Number 46 – 2021 MARKETING MANAGEMENT Page 7 Digital Influencers Prof. Dr. Sandro Henrique Batista Santos [email protected] – Specialist in Orthodontics – Uningá/PR; – MSc in Dentistry / Orthodontics – Uningá/PR; – PhD in Dentistry / Dental Materials – UFPel/RS; – Orthodontics Specialization Coordinator – BIONEP/PR; – Professor of Orthodontics – UNIPAR/PR and BIONEP/PR; – Manager Clínica Ideal Odontologia Pelotas/RS; – Lecturer in Orthodontics and Business Management in Dentistry; – 15 years of experience in Dentistry. Hello friends, When you read this title, which person or persons come to your mind? How often do you find yourself reflecting on information or even clinical tips that you observed in some social network or digital media? Yes, we are in the age of influencer marketing, the age in which the Internet has given everyone a voice and unlimited reach for any kind of information, whether relevant or not. For some products or services, this line of marketing can already be considered the most effective way to optimize sales and strengthen a brand. Influencer marketing is nothing new, as brands and companies have been hiring “hype boys” for a long time, but this approach has also undergone numerous changes over the years. Today we see that the most significant changes have come from the Internet, and especially from social networks, thus giving rise to digital influencers. By definition, these are people or characters that somehow manage to influence a significant group of individuals and become a reference in a certain area or subject. It is proven that digital influencers interfere directly in the decision to buy certain products and services, acting either for their own sake or as a poster boy/girl directed to the group of people they have contact with or who seek them out, in this case to their “followers”. On a brief reflection, we can think, we all have access to digital media and social networks, so we can all be or become digital influencers and use this to our advantage, this would be extremely positive. Right? But in the wake of this phenomenon, we see several people shooting all over the place, calling themselves influencers, but without any defined content or deeper knowledge in any technical area. Some sites, profiles or so-called “influencers” even appeal with messages of “millionaire recipes”, clinical tips that will make you “double the revenue” of the practice and even quick recipes to become a recognized influencer, but then sell you a course or a product. Perhaps the main tip of this text, there is no miracle, and much less an easy way. But like any business activity, planning is of utmost importance, and in the very first steps you must define and identify who is your target audience and what you are trying to sell. No less relevant, identify their qualities and strengths. You may not become a great digital influencer, but you can think about your market of operation. If you want to become an influencer in front of other professional colleagues, become a teacher in the digital age, prepare yourself first, study, dedicate yourself, seek references, be scientifically grounded in a solid way, and especially show relevant content. If your focus is to increase your practice’s clientele, also be prepared and highly qualified in what you propose to do, try to expose in a natural way the day to day of your professional routine, and avoid mixing and exaggerating your personal life. One more tip, the main common characteristic of today’s top influencers is authenticity. Be yourself in the most natural way possible. An interesting thought, we are in the age of several influencers who have not even made it past the influencer stage or even qualified for it. Maybe for our profession, thinking about the technical part, this reflection is important, mainly to be able to filter what information to consume, who to listen to, and mainly what to accept. People are free to write and say what they want, but we are the ones who choose what we read or hear, analyze the information, and believe what we want to believe. A big hug to all, stay with God. Until next time. DOI: 10.24077/2021;1246-GM7 Soon available for download