FOLLOW US ON TWITTER!
@ISpaDoYou
LIKE US ON FACEBOOK!
International SPA
Association
ove over supermodels, a new breed of celebrities is in the
limelight—and brands are taking notice. These Instafamous
stars, who are riding the social media high, are redefining the
rules of marketing. This “How To” issue’s feature, Tapping the
Power of Influence: How to Ace Influencer Marketing (page 40), highlights this
phenomenon. You’ve seen these new breed of influencers each time you launch
videos on YouTube, or you may even follow their Instagram or Twitter accounts.
So why are many brands scrambling to partner with these influencers to help
promote their brands? For one, they are followed and adored by an audience that
many brands want to target, specifically millennials. In fact, the feature highlights a
finding from The YouTube Generation Study, commissioned by Google which states
that four in 10 millennial YouTube subscribers say YouTube creators understand
ARE YOU READY FOR 2017?
them better than their own friends.
This need to be able to relate, feel at home or being part of a community is
strong among millennials. Community is what binds like-minded people. It comes
Be sure to browse through this issue’s
Special Pulse Advertising Supplement
(page 53) which gives
as no surprise then that social media, such as LinkedIn, is so popular, because it
you a First Look at
provides this community-building platform. In fact, the feature entitled The Missing
brands that plan to
Link on LinkedIn: How to Maximize Your Presence on LinkedIn (page 34) estimates
welcome the New
that there are 40 million students and recent graduates—the fastest-growing user
Year with a bang.
group—on the networking site.
Yes, we’re talking
It is interesting to see how this shift in marketing mindset will evolve in a few
more years, but as of now, it’s safe to say that brands are looking at creative ways
to take the digital journey with target audiences. Are you thinking the same way?
better solutions,
fresh ingredients
and lovely new
products to delight spa
How are you tapping the influencers that love your brand and leveraging their reach
guests. Plus, to get ahead with
to help you connect with your target market?
exposure opportunities for next year,
connect with ISPA Sales Manager
Tara Finn at [email protected].
—MAE MAÑACAP-JOHNSON, EDITOR
@ISPAPULSEEDITOR
6
PULSE
■
December 2016
MARION PHOTOGRAPHY STUDIO
“It is interesting to see how this shift in marketing
mindset will evolve in a few more years, but as
of now, it’s safe to say that brands are looking
at creative ways to take the digital journey
with target audiences.”