The Coronavirus crisis currently poses challenges to many areas of business, but also creates new opportunities. In the Serviceplan Group’s first live session of the webinar titled “Acting Successfully in the Corona Crisis”, Verena Letzner, Managing Director of Plan.Net NEO, presented her analysis of the effects of the crisis on social media. In her expert article, she looks at the current situation in Germany and explains what questions brands should ask themselves now, and why it is worthwhile to take a look at the situation in China
Influencer marketing is (finally) starting to take off: the measurement of the contribution made by bloggers, instagrammers and the like to advertising impact, as well as an efficiency analysis of their actions as part of an integrated communication complex are just as important as the creative, individual and target group-oriented implementation of a brand message. Slowly but surely, high-quality advertising is emerging from the hype surrounding influencers.