Influencer Marketing – Are We Doing it Right? - Avinash Tiwary, Carat India
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Influencer Marketing is growing day by day in India where a lot of brands are doing for the sake of trend, what is the understanding, why do we use it, when we should look for Influencer Marketing is what we can talk about.
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Influencer Marketing – Are We Doing it Right? - Avinash Tiwary, Carat India
- 1. Avinash Tiwary MEDIA DIRECTOR CARAT DIGITAL NEW DELHI, INDIA ~ OCTOBER 16 - 17, 2019 | DIGIMARCONINDIA.IN #DigiMarConIndia Influencer Marketing – Are We Doing it Right? PANEL
- 3. 49% 47% 75% 74% 47% FACTS 67% people trust social networks to guide them to purchase decisions people rely on influencer recommen dations customers have reported that they use ad-blocking technology when browsing marketers promote content with the help of influencers marketers claim to have allocated money for influencer marketing Twitter users made a purchase based on a tweet http://www.knowonlineadvertising.com
- 4. WHAT IS INFLUENCER MARKETING? It’s an old idea, more popularity gained due to social media advancements. Brands have always used influencers to promote their products It’s a marketing strategy to capitalize on the influence and reach of key influencers and multipliers A form of advertising that is very lucrative for many companies due to its high efficiency. The goal of influencer marketing is to attract the influencers of the beautiful new media world as brand ambassadors, multipliers and brand ambassadors. The influencers should positively influence potential customers in their decision-making process. By expressing their passion for a product or brand, influencers can greatly impact the brand perception and reputation of a company in their community. http://www.knowonlineadvertising.com
- 6. WHY IT IS IMPORTANT? Word of mouth is still the best way to promote, especially when it comes from a right influencer. Even as an example if you keep on saying Nokia is a great brand, the colleague around you may give a though to check that once, where digital branding may not create that though to check. 92% of consumers trust other people's recommendations, even if they do not know them 70% trust online reviews more than company slogans http://www.knowonlineadvertising.com
- 7. TYPES OF INFLUENCERS • Macro Influencers: These are the ones who are famous and are well known in the world. They could be Musicians, Actors, Prof. Athletes, Business leaders. • Use only if the target is reach • Expensive, so be very wise before going ahead with a macro influencer • Micro Influencers: They are non-celebrities and may not have huge followers but are expertise on certain fields and can give high engagement rate, motivate their followers to take action. • Account of 100,000 followers or less (1k – 100k) • 97% of micro-influencers on Instagram charge no more than $500 for a branded post and less than $100 for Facebook post • A photography expert could be an example Macro Influencer Micro Influencer http://www.knowonlineadvertising.com
- 9. DIFFERENCE B/W CELEBRITY ENDORSEMENT & INFLUENCER MARKETING Celebrity endorsement attaches the fame of a celebrity to a brand or product and they are not the one who are expert in that field Simply, Influencers are specialists. They are the who has built communities around themselves in a very niche space Celebrity endorsements are meant to be seen, heard, but not interacted with Not the case here, there is generally two way interaction or engagements The celebrity is the face of a brand message. In influencer marketing, the influencer is perceived to be creator of the entire message. Celebrity Endorsements Influencer Marketing Power|Reach Cost|High Risk Targeted|Creators Young|Selection http://www.knowonlineadvertising.com
- 10. TREND COMPARISON Celebrity Endorsement Influencer Marketing http://www.knowonlineadvertising.com We have basically merged the both concepts today!
- 11. NOW THE BIG QUESTION IS… Are we doing it right? http://www.knowonlineadvertising.com
- 12. CRITERIA FOR SELECTING SUITABLE INFLUENCERS • Which influencers are suitable for a company as a cooperation partner depends on the respective market and the target group. Businesses should first ask themselves who the key opinion leaders in their industry are. The following factors provide clues as to which persons are suitable as influencers for a company: • Activity on the net • Activity on social media channels like Facebook and Twitter • Credibility • Number of relevant contacts • Fan and follower numbers (for example Twitter) of the influencer • Expert status on a specific topic http://www.knowonlineadvertising.com
- 13. ADVANTAGES Generates reach and attention 01 Increase brand Awareness 02 Increase brand’s sympathy, trust and credibility or reputation 03 Virality & SEO 04 Provide impulses for sales 05 http://www.knowonlineadvertising.com
- 14. SUCCESSFUL TIPS Don’t rush, Companies that just "run" Influencer Marketing are at great risk.Don’t rush Develop the strategy first and also try predicting the possible outcomes.Develop Prepare yourself for balancing the effect of Influencer marketing. A lot of reach and a spike you may observe. Don’t make a mistake as you may lose your customerPrepare First think of Micro InfluencersThink Link Influencer and content marketingLink http://www.knowonlineadvertising.com