Panel discussion: from advertising to communication Until a few months ago, it was enough for a brand to reference its products on a marketplace and position itself correctly in terms of price for sales to be generated. This is no longer the case. Influential personalities, content creators or Key Opinion Leaders are now entering the game. ebsites like Amazon and expression,which is moreover capable of others have become creating a «community». What is the new advertising media. Just like communication landscape in this context? on search engines like Google,the visitor Should brands turn their backs on traditional receives ‘organic’results and advertising press relations to launch their new products? (sponsored) results. The latter are taking up What is the place of «classic» advertising? more and more space. The consequence Things are not so clear-cut in the world of for a brand is that not appearing on these food supplements.It is true that the buyers pages reduces sales. As a result, retail media is of these products are above all sensitive to becoming more and more important. As well the advice of health professionals (see box). as social media. It is impossible to talk about But the networks make it possible to recruit these networks - Instagram, Tik Tok, YouTube, new consumers. How can they do this? Some Snapchat - without mentioning lifestyle DNVBs have created their community by influencers.In other words, «personalities», responding to consumers’ expectations, by often from reality TV programmes, who donot hesitate to «publish» their «extimate» 4%providing grist for their desire for a betterunderstanding of the effects and mechanisms diary - which consists of exposing their life of action of food supplements. In other words, to a large audience of subscribers. Today, theof influencers make «content».Real» information.But who will influence market is estimated at €15 billion.a comfortable livingprovide it? Lifestyle influencers whose limit is from the income 500,000 influencers have signed advertising generated by their quickly reached? Influencers? Which ones? contracts. Only 4% of them would make a activities. What criteria should a brand use to choose comfortable living from this activity. Could an «ambassador» from among the KOLs these 200 influencers and their commented (key opinion leaders)? And is everything so opinions have changed the game in terms clear-cut? An influence marketing approach of advertising and communication? These is gradually taking shape. An approach with lifestyle personalities are not in the scope of subtle proportions - between networks that the food supplement brands. However, as are so young and already old (Instagram) or «models» for the younger generation, capable that are still to be explored (Tik Tok), between of speaking directly to them in the same podcasts and videos, between testimonials / language, they are in fact indispensable at a opinion leader media and in-depth articles, time when television and the written press between traditional advertising and on are in decline among the under-thirtys. This marketplaces. A key question is: what is the is a generation that DNVBs have addressed return on communication investments? At as a priority because they are the only ones a time when gaining followers/consumers capable of deciphering the expectations and via social networks seems to be increasingly needs of Millenials and Generation Z. The difficult and, above all, more expensive, and latter have become a consumer target in the at a time when guiding consumers/buyers same way as the «housewife under 50» that through the many online sales sites often advertisers and the traditional media loved involves communication on these same less than ten years ago. By freeing up speech, sites,this question is at the heart of the socialnetworks have become a channel of communication strategy of brands. • secnerefnoC — secneréfnoC - 42 -