January 12th, 2017 - Sarthak

What is Influencer Marketing ?

A brand is no longer what we tell the customer what it is - it is what the customers tell each other it is

– Scott Cook, Co-Founder of Intuit and Director of eBay

Influencer Marketing is a form on online social media marketing that focuses on content promotion through popular online personalities (influencers) on social media in order to make a stronger impact on the audience than what conventional marketing is capable of.  

Recently on Instagram, Mother Dairy and TATA Motors engaged influencers (in this case, dozens of popular Instagram users) to garner the attention of over 500,000+ consumers for a fraction of the price (nearly a third and a quarter each) that would normally be required for a similar campaign on the channel. 

Influence can come from a wide range of places. Any person, group, board or place could potentially be an influencer. For example, celebrities are often used to market products because they are highly respected and are quite prominent personalities in society.

Who is an Influencer?

  1. Any person who has a reputation and a close following in their field such as bloggers, experts, YouTubers and anything in between.

  2. Influencers usually have thousands of dedicated fans who are mutually interested and brought together by common interests making them loyal to the content producer or influencer. 

  3. They are professionally dependent on creating interactive and engaging content on a regular basis, thus their experiences and talents will add flair to your online campaigns.

What are the key components of Influencer Marketing?

  1. Identify key brand or product influencers either manually or through an automated platform. 

  2. Contacting and initiating the process for a partnership. 

  3. Create a marketing campaign for the influencers to drive greater awareness to a large set of target consumers.

  4. Track key metrics relating to reach, sales and brand awareness to ensure the campaign is working effectively and as to your requirements.

Why has Influencer Marketing Become So Important? 

As conventional marketing strategies continues to fall off, there is the dire need for new avenues through which companies can spread their word and get their products out to the masses. Influencer Marketing through its subtle yet effective ways can work wonders for a brand looking to break that glass ceiling and create an impact on the market. 

Influencer marketing, summarized can be described simply as campaigning through creative content created in partnership with the most popular personalities online and will be shaping the marketing industry in a big way as most of our consumed content goes digital.Track key metrics relating to reach, sales and brand awareness to ensure the campaign is working effectively and as to your requirements.


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