Advertising as a service

1. THOMAS EBENFELD
Concept M
Future of
Shopping
Curated by Eva Wimmers

2. 1
Influencer
The psychology of influencer communication and how
brands can make use of it with success
Short version / Excerpts

3. 2
Current communication and media usage
“Always on” – “merger” of media and psyche
Flexibilisation and fragmentation
Culture of spontaneous stimuli and reactions
Media tunnel and “filter bubble”
End of the monopole of linear mass
communication

4. 3
Media offers have increased which leads to a challenge for
individual digital media households
General interest &
entertainment
Input that can be
put into practice
Day-dream-like
inspiration
Digital
distraction
SPON
spotify
Tatort
LeFloid
Burda
sew
ing
pattern
YouTube holiday
preview
Cooking blogs
YouTube cat
videos
Casual mobile
gaming
Zalando
Living blogs
Instagram
fashion
Example:
Anna, business student

5. 4
Digital stream of consciousness
From the moment they get up until they go to sleep, the individual connects their stream of consciousness with a media
stream. The Self and the Digital Self connect to form a digital stream of consciousness.
Getting up
Commutin
g
Office job
Break
(coffee)
Shared
Time
Early
evening at
home
Me Time

6. 5
Repetition and moving in circles in the media tunnel with
the same contents and offers all the time provides stability
in the media stream

7. 6
Influencers: general success factors
Particular kind of personalisation, individualisation, and identification
Influencer =
relationship anchor
in the digital stream
of consciousness
Identification
IndividualPersonal

8. 7
The general role of influencers
Different bloggers stand for
different narratives and different
retention designs

9. 8
Playing fields of influencers
Substituting traditional media
Expectation: professional media
Expectation: hand-made media
Entertainment Convey relevant content
Self-presentation
Entertainment
Explain complex
topics in a simple
way
Missionary
persuasion Special interest
expertise
Dreamy
style inspiration
Implementable
coaching

10. 9
Interim conculsion
Central success factors of influencers
v Influencers are the vanguard of the
new fragmented media discourse
v Influencers as professional micro
brands
v Success factor: Claim to leadership in
their field
v By achieving and creating
retention/loyalty and closeness

11. 10
How can brands benefit from influencers?
Influencers are the
new real
trendsetters
Influencers appeal
in a targeted way
to a specific target
group
Influencers are
credible
testimonials
Influencers are
helpful regarding
concrete product
communication
but also overall
brand
communication
and profiling

12. 11
Thomas Ebenfeld
Managing Partner
concept m research + consulting GmbH

13. 12
Thank you very much for
your attention!
concept m research + consulting GmbH
Agrippinawerft 22, 50678 Cologne +49 (0)221 923590-10 Fax -22
Viktoria-Luise-Platz 7, 10777 Berlin
84 Brook Street, London W1K 5EH +44 (0)20 7129 1150
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info@conceptm.eu, www.conceptm.eu