Influencer Marketing at the Intersection of Digital and Innovative Initiatives

In its economic essence, influencer marketing is the formation of channels for the promotion of goods and services through special agents of influence, which can be bloggers, opinion leaders, celebrities, experts, project managers, research scientists and others. Let’s highlight an important argument according to which it can be confidently stated that influencer marketing allows you to actively and dynamically use the image, reputation and platforms of a blogger to advertise business goods and services, provides an opportunity to implement digital and innovative initiatives of the government and business structures. Influencer marketing based on digital and innovative initiatives at each stage of economic development has its own modern development trends, which are a symbiosis of common vectors of marketing development in general. The main directions of using influencer marketing at the junction of digital and innovative initiatives are systematized, which is important to determine at this stage of scientific research and which will allow for a more purposeful formation of an influencer marketing development strategy: organizing marketing activities of influencer marketers in order to enhance the reputation, image, brand of companies, increase their media reputation and their media weight and importance.; increasing the loyalty of the target audience and their involvement in the process of promoting goods and services and stimulating customer interest and needs of the target audience; increasing consumer traffic, increasing the reach of the target audience, brand importance and recognition, and a favorable image; rational promotion of goods and services and increasing sales and receiving “warm leads”; creating a positive image and a favorable opinion about products and services, forming a loyal community around the brand; generating traffic to the target site; marketing integration of all goals into optimizing the sales funnel.