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The Importance of Authenticity With Micro-Influencer Marketing and Gen Z Audiences

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The Importance of Authenticity With Micro-Influencer Marketing and Gen Z Audiences

 

‘Fake it till you make it’ is a popular phrase in the modern self-improvement culture, but one area this definitely no longer applies is marketing.

For years, brands have thrown advertising money into the furnace of celebrity endorsements. Having a big-name celebrity attached to your brand used to be a sure-fire of gaining attention, but as Gen Z emerges as a major commercial force, this is quickly losing power.

Gen Z is a demographic that has grown up in and around digital marketing and the internet. More than generations that come before it, it understands how the world of advertising works, and it is demanding change.

The idea that a celebrity is using the same products as your everyday person no longer sells. We have more access than ever before to the lives of celebrities and athletes, and we can clearly see our favourite NFL player is not wearing that watch he promised he never took off in the adverts.

There is a demand for authenticity and for a belief that a person selling you a product is, first and foremost, upfront about the fact they are selling it and, secondly, providing a genuine endorsement of a product they use themselves.

This is where micro-influencers can step in. Micro-influencers have huge followers of people who really believe in their brand. Their interests are more niche and much more accessible than celebrities or major influencers.

As such, it is essential that a brand’s values align with that of a micro-influencer. Brands should be looking for micro-influencers that share their beliefs and that have products that will align with their audience instead of just seeking out the ones with the biggest followings. A campaign for a product that is of direct interest to micro-influencers with 25,000 followers will prove to be much more profitable than randomly assigning a product to someone with 200,000 followers with no real connection to it.

Essentially, it is becoming increasingly impossible to fake in-depth knowledge or endorsement of a product. The community aspects of sports and other sectors now mean audiences are quicker than ever to spot something disingenuous and call it out. Micro-influencers, whose success relies on that strong relationship with their communities, are not going to put themselves at risk by endorsing something that does not align with their own values and beliefs.

This authenticity also applies to presentation. We’ve all had that experience where we’re listening to a major podcast, and then, out of the blue, they just start promoting a product totally unrelated to what we are listening to. All this results in is people repeatedly hitting the skip 15 seconds button on their apps until the ad is gone.

Micro-influencers understand their communities, and they understand the products that are going to interest them. They also know how to package these products to them and how to make them appeal without ever appearing pushy or like they are over-selling.

This genuine connection between a product and its intended audience is something people would pay millions for in the past. Micro-influencers have made this affordable, ensuring an excellent ROI for companies on their advertising campaigns.

It has also proven an excellent way of levelling the playing field for small and mid-level businesses. Companies no longer need to have huge advertising budgets to reach their audiences. Gen Z is also supportive of smaller business, especially those that align with their social and political values, and micro-influencers and authentic marketing provides a way for them to connect.

One thing that is clear is that marketing is changing, and Gen Z audiences are going to continue to look for the most authentic endorsements they can find. Working with micro-influencers now allows companies to get ahead of that trend and reap all of its benefits.

 

By: Troy Paul, Co-Founder and CEO of SGG Media

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The International Association of Gaming Advisors (IAGA) Announces 2024 International Gaming Summit in Washington, D.C.

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The International Association of Gaming Advisors (IAGA) will hold its 41st International Gaming Summit Monday, May 27 through Thursday, May 30, 2024 at The Ritz-Carlton Washington, D.C.

As a premier event that brings together leaders from all global gaming sectors, the Summit will provide operators, suppliers, attorneys, investors, bankers, regulators and other advisor delegates with an unparalleled opportunity to meet and discuss the most important issues facing gaming.

“We are looking forward to holding this year’s 41st Annual International Gaming Summit in Washington, D.C., and are pleased to announce an agenda that includes a specific focus on some of the key sports betting issues the rapidly expanding US market is facing. As part of this focus, we will bring together representatives from global sports betting operators, regulatory agencies, professional sports leagues and other experts to discuss how the industry’s sports betting stakeholders can better work together to ensure a sustainable, responsible sports betting environment that is built on best practices lessons learned from other markets,” John Stawyskyj, President of IAGA, said.

“Beyond our sports betting focus, our diverse agenda includes discussions on other issues of importance including the growing impact of fraud and cyber breaches on regulated operators, a look into the federal and state lobbying process, an update on what’s happening in other gaming markets outside North America, a deep dive into new technologies and how they might impact gaming and more. I look forward to welcoming our delegates to Washington and participating with them in lively discussions about these critical issues and more,” Stawyskyj added.

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Marker Trax Appoints John Henderson as Senior Vice President of Operations

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Marker Trax, a leader in cashless payment solutions for the gambling industry, has announced the appointment of John Henderson as its senior vice president of operations.

As the company continues solidifying its cashless payments sector leadership position, Henderson joins the team to play a key role in leading strategic planning efforts, executing new operator and customer initiatives, directing pursuit of key performance indicators, and ensuring overall product and technology quality control. He reports directly to, and will work closely with, Marker Trax President Charlie Skinner.

Henderson is a seasoned, energetic industry veteran who brings to Marker Trax more than four decades of success in delivering technology-based business solutions, leading innovation-forward companies seeking to increase their industry footprints and to solidify their market shares.

“We’re cementing our leadership position in the cashless space, and John is the right leader, at the right time, to help guide us there. He has tactical expertise, and a long track record of success in the IT space. More than that, though, he’s always eager to innovate – which aligns perfectly with our philosophy and goals. We’re lucky to have him on board,” Charlie Skinner, President of Marker Trax, said.

Immediately prior to joining Marker Trax, Henderson served as chief information officer at WorldStrides, a global leader in educational travel services, and helped the company navigate a business and IT transformation program. Henderson has also held client partner roles at Accenture, IBM, and Cognizant, and has served numerous global brands including Choice Hotels, Hilton Hotels, MGM Resorts, Wynn, Disney, and Royal Caribbean.

“Every step of his career, John’s shown natural aptitude for client relationship management and large-scale systems integrations, and a keen, tactical eye for optimizing performance at all levels of an operation. At Marker Trax, we’re increasing our market footprint through continual innovation, and John’s tactical leadership will be of tremendous benefit to reaching our goals,” Skinner said.

Henderson’s addition caps a prolific run of recent accomplishments for the company. It recently unveiled its innovative consumer product, Moolah Play, secured renewed commitment from partner and global payments leader Euronet Worldwide Inc., and is introducing its cashless credit technology into more markets around the country.

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Affinity Interactive Appoints Scott Butera as President & Chief Executive Officer

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Affinity Interactive has announced the appointment of Scott Butera as President & Chief Executive Officer, effective immediately.

Mr. Butera, who most recently led AI’s Sports Information Group (SIG) business, brings over 30 years of experience in gaming, hospitality, media, entertainment, and sports to the pivotal role. In his new capacity, Mr. Butera will set strategy and oversee operations of the Company’s diversified portfolio of casinos resorts across Nevada, Missouri, and Iowa. He will also continue to oversee all print and online media platforms, including Daily Racing Form.

Mr. Butera is an industry veteran who has a history of leading growth and innovation at numerous companies. As CEO of SIG, he led initiatives to develop retail and business products and optimize ecommerce sales for the Daily Racing Form. Under his leadership, SIG experienced significant growth in market share and revenue. Previously, Mr. Butera served as President of Fubo Gaming at Fubo TV Inc. He has also held CEO and President positions at MGM Resorts International, the Arena Football League, Foxwoods Resort & Casino, Tropicana Entertainment, and Trump Entertainment, among others. Earlier in his career, he worked as an investment banker for more than a decade, gaining valuable financial expertise that he later applied to strategic decision-making in the gaming industry. Mr. Butera has a B.A. from Trinity College, where he served as a Trustee, and an MBA from New York University.

“Scott’s operating acumen and deep knowledge of the gaming and entertainment industries have helped AI and Sports Information Group expand product offerings and improve the sports and gaming experience for consumers around the world. I am confident Scott will integrate seamlessly into this expanded role, and under his leadership, Affinity will achieve greater success, continuing to deliver world-class experiences to nearly 1 million users and guests across platforms,” James J. Zenni Jr., Chairman of Affinity Interactive, said.

“Affinity’s mission to elevate the gaming industry through advanced technology and unparalleled customer offerings – both across digital media platforms as well as in-person gaming – remains a driving force behind the business’ success. I am eager to collaborate with Jim and leverage my familiarity with the business as well as my passion for driving innovative change to execute on AI’s long-term strategic priorities,” Mr. Butera said.

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