The rise of influencer marketing in the overall marketing mix of brands

Guest Column: Neha Puri, Founder & CEO, VavoDigital, suggests that influencer marketing, a hybrid of old and new marketing & advertising tools, is everything that a modern-day campaign needs to be

e4m by Neha Puri
Published: Feb 10, 2021 8:41 AM  | 4 min read
Neha Puri

Imagine if we’d told you ten years back that we’d be living in a world where your next-door neighbour could be a voice of reason for thousands of people online, or that your teacher could also have a side hustle as a fashion blogger? It wouldn’t have sounded plausible, correct? Well, the times have surely changed now!

In this new reality of digital and social media marketing, we’ve seen influencer marketing explode as a way for brands and companies to get their products and services introduced to new markets.

An influencer is anyone who has influence over a particular set of audience and has the ability to impact their purchasing behaviour through endorsements and product placements. The influencer marketing industry is expected to be worth up to $15 billion by 2022, compared to $8 billion in 2019, according to Business Insider Intelligence estimates. The growing market size suggests that influencers are more likely to drive and impact consumers’ buying and spending decisions going forward, as social media becomes pervasive and functional beyond communication.

According to eMarketer, 84% of marketers are leaning towards launching at least one campaign involving an influencer; more so in times of a pandemic where people are spending most of their time on their phones or laptops. Furthermore, Marketers who have already launched influencer campaigns are impressed with the results, with a whopping 81% calling this form of partnership quite effective.

Businesses have been using celebrities and iconic figures to promote their products and foster relatability. But as more and more brands realise just how much people trust other people’s opinions over everything else, a new pool of influencers has opened up.

A hybrid of old and new marketing and advertising tools, influencer marketing is everything that a modern-day campaign needs to be. It’s less about selling your wares directly and more about becoming one with the offering; an almost verb of sorts like “Let’s xerox it” or “Let’s Swiggy it”.

Some statistics and pointers to show the growth and effectiveness of influencer marketing:

  • According to a report in 2019, about 65% marketers and strategists shared that Influencer marketing helped in increasing brand awareness and 50% also agreed that it is effective in managing brand reputation.
  • The new findings also indicated that 76% brands are looking to increase their budget this year in 2021 compared to 62% than last year.
  • In the B2B sector, 34% of businesses have pushed promotion via third-party media or influencers
  • Companies around the globe collaborate with 660 million creators each year
  • 75% of respondents ranked Influencer Marketing as a Key strategic Priority
  • 71% of consumers make purchases based on a social media reference.
  • 57% of beauty and fashion companies use Influencer Marketing as part of their Marketing Strategies.
  • Traditional marketing techniques no longer suit the millennials who are now turning into financial decision makers in their own right. This is why influencer marketing in BFSI is on a steady rise, HDFC’s recent #MoohBandRakho campaign is a prime example.

Every business works on data and the entry of data analytics and data-driven technology has taken over the influencer marketing industry that digs deeper into the loopholes present in the industry. According to reports, 54.3% of brands engaged in influencer marketing use some kind of agency or self-service software to manage influencer relationships

As the world continues to progress and audiences become smarter every day, it’s obvious that now is as good a time as any to unwield the true potential influencer marketing has to offer. At the end of the day, influencer marketing might not be right for every brand, But for those where it fits the bill, it can work alongside a well-balanced and successful digital marketing strategy to shift voices and shine that much-deserved spotlight!

The question here is: What would you as a reader prefer to see the influencers and the brands leveraging their influence to do?

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com

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Madison World turns 35

Known as India's largest independent communications group, the company was founded on March 21, 1988 by media veteran Sam Balsara

By exchange4media Staff | Mar 21, 2023 12:58 PM   |   1 min read

madison

Homegrown communications agency Madison World has turned 35 today. The agency holds the distinction of being the largest independent communications group in India and the fifth-largest independent media agency in the world.


Founded on March 21, 1988 by media veteran Sam Balsara, the company has 24 business units across 11 specialised functions of advertising, media, business, analytics, outdoor, activation, events, PR, retail, entertainment, mobile and sports. The company posts a gross billing of Rs 4,000 crore.

Over 1,000 communications professionals work for the company in offices across India.

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Pitch CMO Summit 2023: Brand leaders to share thoughts on ‘The Agile Marketer’

The summit will be held in Mumbai on 24th March, 2023

By exchange4media Staff | Mar 21, 2023 8:47 AM   |   4 min read

Pitch CMO

exchange4media Group is back with the on-ground Mumbai edition of its flagship property - Pitch CMO Summit after three years. The upcoming edition of the conference will be held on the 24th of March, 2023 from 10am onwards.

Fancode and WebEngage are the Co-Powered by Partners for the summit while the Co-Gold Partners are ABP News, DoubleVerify,  Pepper Content and Torc ai. 

Pitch CMO Summit Mumbai 2023 brings India's most reputed brands and top management to interact and share insights on their game-changing success stories under one roof.

The theme of this edition of the conference is ‘The Agile Marketer’.

The summit will witness two panel discussions apart from various spotlight sessions.

The first panel will discuss ‘Adopting Agile Marketing: Need For A Mindset Shift’. Organizations today need a proper structure and a strong underlying system to function efficiently and achieve a common goal. Constraints are often seen as limitations and obstacles when in reality, they complement each other to provide a team with true project flexibility. It’s no secret that change is hard and can be difficult to navigate, but in an agile work environment, the strong underlying system of guidelines offers teams the agility to optimize their work for improved and more efficient delivery.   

In this panel discussion at the Pitch CMO Summit Mumbai 2023, we aim to explore and understand:

  • How is the agile mindset different and how it can prove to be a precursor to agile marketing?
  • Why is there a need for teams to cultivate an agile mindset and adopt an agile marketing approach?
  • How does an agile mindset help in today’s VUCA environment?
  • How can brands & marketers try and understand the ‘why’ of being agile clearly to nurture the ‘how’ naturally?
  • How can agile marketing be the perfect approach during uncertain times?

The session will be moderated by Jaiti Hariani, Sales Director, DoubleVerify and the members of the panel will be: 

  • ESHA NAGAR, Managing Director – APAC, Nepa
  • HAREESH TIBREWALA, Joint Chief Executive Officer , Mirum India
  • JAYA JAMRANI, Vice President - Marketing, Castrol India
  • MANASI NARASIMHAN, Vice President and Head, Marketing & Communications, South Asia, Mastercard
  • NIKHIL GULATI, GM- Marketing, Clovia
  • SAPANGEET RAJWANT, Head – Marketing & Digital, Hindi Mass Entertainment, Viacom18
  • VANDA FERRAO, Chief Marketing Officer, WOW Skin Science 

The summit will also see the coming together of another panel to discuss ‘The Playbook for Building Agile Brands’. 

With the increasing demand for consumers’ attention, brands need to enhance the consumer journey as they have a plethora of options to choose from. Creating and deploying fresh content regularly is the key to keeping your audience engaged. Today, uncertainty and volatility have been the most used terms in the business arena over the last few years due to the pandemic. For this, a number of brands are adapting the agile approach to marketing to keep pace with the constantly changing consumer sentiment. Agile marketing is believed to leverage and help brands lead the next wave of growth for the businesses of the future. 

In this panel discussion at the Pitch CMO Summit, Mumbai 2023, we aim to understand: 

  • How has the marketing playbook evolved over the years to accommodate agile marketing?
  • Can there be a playbook to abide by when talking about agility as the core approach to brand building?
  • What does being an ‘Agile Brand’ mean in today's scenario?
  • The DOs and DON’Ts of building an agile brand
  • Do marketers today need to move beyond a playbook to build brands that are future-proof? 

The session will be moderated by NIKHIL KUMAR, Vice President -  India, SEA & ME, mediasmart and the members of the panel will be: 

  • DIPPAK KHURANA, Co-founder & CEO, VServ
  • ANUJ ARORA, Chief Marketing Officer, Symphony
  • KAVITHA GANESAN, General Manager – Marketing, TVS Eurogrip
  • VIJAY KUMAR PAMPANA, Director & Head of Marketing, P&G Health India
  • VIRAT KHULLAR, AVP & Group Head – Marketing, Hyundai Motor India Limited
  • YANNICK COLACO, Co-Founder, FanCode

The conference will be followed by the award felicitation ceremony of The Pitch Best CMO Awards 2023.

For more details, please check out the microsite:

https://e4mevents.com/pitch-cmo-summit-2023/

To attend the summit and awards, get in touch with

Chandrakant@exchange4media.com or kapil.ramudamu@exchange4media.com

 

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MuscleBlaze announces Shubman Gill as its brand ambassador

Shubman Gill will be seen in multimedia marketing campaigns for MB Fuel One Sports

By exchange4media Staff | Mar 20, 2023 3:54 PM   |   2 min read

shubham

MuscleBlaze, a sports nutrition brand, announced the appointment of Shubman Gill as its new brand ambassador for endorsing the brand’s MB Fuel One Sports range amongst the youth.

Talking about his association with MuscleBlaze, cricket’s rising star Shubman Gill said, “I'm excited to be a part of MuscleBlaze since I've always been passionate about working out every day and maintaining a fit lifestyle. With everyone getting busy and always juggling with their lives, nutrition takes a backseat; so my association with MuscleBlaze will promote the healthy way to be ahead in the game of staying active by dispelling the myth that consuming supplements and protein is a barrier to fitness”

Commenting on this brand ambassador announcement, Sameer Maheshwari, Founder & CEO, HealthKart, said “The ethos of MuscleBlaze is to foster a Ziddi attitude, and Shubman’s journey reflects exactly that. He is a rising star and we are thrilled to fuel his achievements with our products like Biozyme etc. This partnership will scale great heights.“

Adding to the excitement, Kaustuv Paliwal, Business Head, MuscleBlaze said, “We’re thrilled to have Shubman Gill represent us as a brand ambassador. MB has a penchant for being the harbinger of great talent, and what we see in Shubman Gill is an unassailable potential to stand out with his champion mindset, exactly what MB stands for. Our association with such a trailblazing batsman, who has dauntlessly pursued his Zidd against all odds to make sure failure does not loom close, also reiterates our vigor to fuel the future of Indian sports with genuine supplements specially crafted for athletes. With this, we’re expecting to further motivate our young consumers and infuse them with the right supplements.”

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Max Protein ropes in Kartik Aaryan as brand ambassador

Kartik Aaryan and Max Protein form 'Protein Police' force to bust unhealthy snacking

By exchange4media Staff | Mar 20, 2023 3:22 PM   |   2 min read

aaryan

Max Protein has roped in actor Kartik Aaryan as their brand ambassador.

A campaign will soon be launched focusing on educating consumers about the importance of incorporating protein into one’s diet and promoting Max Protein's protein-rich snacks as a healthy snacking option under the concept of ‘Protein Police’.

Since Kartik Aaryan’s fitness and active lifestyle aligns with Max Protein’s vision of promoting health and wellness through its products that cater to every palette, this association will enhance the brand’s visibility and market value.

Expressing his zeal for being the face of the brand, Aaryan said, “As a fitness aficionado, I believe that adequate protein intake plays a crucial role in living a healthy lifestyle, which should ideally be a necessity rather than a choice. I am pleased to come on board with Max Protein to endorse and further boost the idea of healthy yet tasty protein bars and cookies.”

Commenting on the same, Vijay Uttarwar, CEO at Naturell India Pvt Ltd, “In the highly competitive snacking market, association with a popular celebrity like Kartik Aaryan will maximize the reach for the Max Protein brand. This will help the brand to stand out in the market and attract more customers. Our brand aims to cater to the younger generation who are looking for convenient and healthy snacking options. Thus, the credibility and trust factor of Kartik Aaryan will help to further cement Max Protein’s name in the market by reaching out to our key audience.”

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SportsBuzz11 associates with Delhi Capitals as Fantasy Partner for Women’s T20 League

The SportsBuzz11 logo will be featured on the back of the match and training jerseys of the Delhi Capitals throughout the competition

By exchange4media Staff | Mar 20, 2023 3:13 PM   |   2 min read

sportsbuzz

Fantasy sports platform SportsBuzz11 has associated with Delhi Capitals as the official Fantasy Partner and back-of-jersey sponsor for the ongoing Women’s T20 League. The tournament is being played from March 4 to March 26 2023.

The SportsBuzz11 logo will be featured on the back of the match and training jerseys of the Delhi Capitals throughout the competition.

Speaking about the collaboration, SportsBuzz11's Managing Director, Mr Dashmeet Kawatra, said, “This collaboration is a significant milestone for us, and we are excited to provide the best possible fantasy gaming experience to cricket fans. Let's all cherish these moments together & pour our best wishes to Delhi Capitals and all the other teams.”

Meanwhile, the Delhi Capitals CEO Dhiraj Malhotra said, “We are excited to have SportsBuzz11 on board as our official fantasy partner for the league. Their innovative and engaging fantasy platform will help us reach out to our fans in a more interactive way, and we look forward to a successful collaboration."

On the partnership, Sumit Dhand Co-Founder of Hawk Ecommerce said, “We are confident that this partnership will help us expand our reach and increase our user base. The Women's T20 League is an exciting tournament, and we are thrilled to be a part of it. We look forward to working closely with SportsBuzz11 to offer a unique and engaging experience for their users." Hawk Ecommerce (Performance Marketing Agency) will be providing strategic support to SportsBuzz11 in multi-channel marketing campaigns and various brand engagement activities.

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Clear Premium Water ropes in Hrithik Roshan as brand ambassador

The packaged water brand seeks to elevate itself as a brand with this association

By exchange4media Staff | Mar 20, 2023 2:13 PM   |   1 min read

Hrithik

Clear, the packaged drinking water company, has roped in Hrithik Roshan as their brand ambassador.

"Clear is already a well-established national brand, but I am confident that the association with Hrithik Roshan will boost our aspirations to emerge as a pre-eminent brand," said Nayan Shah, Founder and CEO of CLEAR PREMIUM WATER.

Commenting on the association, the actor said, "I am excited to join CLEAR, one of the country's most preferred and premium water brands, in its journey to encourage people to drink safe and mineral-rich water. Together, we will promote a healthy lifestyle with CLEAR's premium products while working towards greater concerns like sustainability and environmental conservation."

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Parimatch Sports brings in Dinesh Karthik as brand ambassador

The cricketer will collaborate with the brand for creating an apparel line

By exchange4media Staff | Mar 20, 2023 1:42 PM   |   1 min read

Dinesh Karthik

Parimatch Sports has announced that Dinesh Karthik will be its brand ambassador. The wicketkeeper-batter, who plays for the Bangalore`s team in the IPL, will collaborate with Parimatch Sports to create an exclusive line of apparel for the Indian market, to be tentatively launched during the competition.

Commenting on being appointed brand ambassador, Karthik said, “I’m thrilled to be associated with Parimatch Sports, which I am confident will soon be sharing space with the known names in sports attire. Because it’s an upcoming and youthful brand, it’s the perfect fit for me, for I feel I still have a lot to offer the game and to my team-mates. I can’t wait to be in the dugout again for The Premier League, and to show others that age is only a number.”

The Parimatch Sports is a sportswear brand dedicated to all sports enthusiasts passionate about top–quality athletic clothes. Those who strive to take their sports experience to the next level and express their champion identity through clothes Parimatch Sports brand that represents unparalleled style, exceptional comfort, and strong winning spirit.

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