The birth of
social media and constantly changing customer demands creates a number of
challenges for marketers from one time to another. Ad blockers, a decline in
popularity of traditional media, and more sophisticated tastes from audiences
needs more of aggressive marketing. This could be because of a multiple
reasons- to beat the competitors, and subtle enough to avoid excessive
advertising that can put a customer off. Influencer
marketing in India has seen a great rise along with the
International scene.
Influencer
marketing is one of the strongest tools in today's digital environment.
Bloggers and celebrities are looking to monetize, whilst marketers are looking
for newer tools to drive brand awareness. Once combined, it has become one of
the strongest marketing symbioses. A content marketing agency is always seen to
be engaging with influencers for the purpose of greater visibility in their
work.
The idea is
about spreading the product through word of mouth from the right person to the
right audience on social media. The research on the target audience, in this
case, is cardinal and must result in detailed information about what type of
content they ‘like’, what drives them to comment and what hours work for a post
in terms of user engagement.
A hired 'influencer'
is capable of spreading a word about a particular product through
recommendation of lifestyle. The concept is similar to the high school 'social
hierarchy', where socially popular groups encourage other peers to like what
they like. With regards to marketing, the method is highly effective and looks
more organic in the eyes of the audience than direct advertising.
Unlike radio or
television, where people change channels when adverts are on, influencer
marketing is capable of retaining an audience’s attention from start to finish.
Audiences are either unaware of being targeted or accept it as something that
matches their following and personal preferences. It is contributing to a
rising trend of personal branding, where people don't have to be marketers in
order to monetize their published content. Influencer
marketing in India has taken businesses ahead of their
calculated numbers. It has now become a key business investment area.
