IMC Launches Influencer Marketing Division
IMC announced the launch of its own Influencer Marketing Division, built on the platform established by its sister company, Vibrant Nation, in 2007.
“Consumers have always influenced each other’s purchase decisions,” says IMC chairman Stephen Reily. “But thanks to social media, that influence has exploded over the past 10 years. Whether we like it or not, consumers are now managing brands, too. That’s why companies have to treat consumers as partners.”
Reily continued. “When we first began observing this shift in the marketplace years ago, we immediately asked ourselves, ‘How do we help our partners participate in the conversation—to cut through the digital noise and get their customers to listen to what they have to say?’” says Reily. “The answer began to emerge as we observed customers organically influencing one another’s purchases on our sister company Vibrant Nation, the leading online community for women 45+.”
In January 2014, the merger between IMC and Vibrant Nation was formalized, and IMC’s services expanded to deliver consumer insights, generate trial of new products, and support full-scale content marketing campaigns. With the addition of two full-time staffers to supplement existing resources in its program management division, IMC can now deliver turnkey management of new product innovation from strategy, to product development, retail distribution, and influencer marketing.
The launch of IMC’s Influencer Marketing Division is part of a broader growth strategy for IMC that includes acquisitions of new capabilities that help clients compete in today’s ever-changing marketplace.
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