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Ruchika Beri

Ruchika Beri is the Co-Founder & CMO at Jewelove.

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How Influencer Marketing is Changing the Marketing Rules

Trust is an integral part of our lives and the way we build trust has also transitioned. And, that’s where Influencer Marketing has taken the center stage lately. Every brand and individual who wants to build a brand is trying their hands on Influencer Marketing.

Photo Credit : ShutterStock,

Imagine a scenario of mid 90s when we used to buy something, how we used to make a choice, how we used to rely on the opinion of the shopkeeper. The underlying thought in this case was Trust. And, consider today’s scenario where we have a pool of choices and options to go for. How at times we aren’t able to make our minds to decide what to buy and what not to buy. Surely, we can easily blame on to mixed reviews, authenticity and vast options.

Trust is an integral part of our lives and the way we build trust has also transitioned. And, that’s where Influencer Marketing has taken the center stage lately. Every brand and individual who wants to build a brand is trying their hands on Influencer Marketing.

So what is Influencer Marketing? In simple terms it is a form of Marketing that focuses on the key leaders to drive the brand’s message to audience at large. Influencer Marketing often gets married to Content & Social Media Marketing. For obvious reasons that a major chunk of influencers have strong and huge following on social media platform. Many such campaigns drive the content that subtly talks about the brand and it builds credibility in audience’s mind. The same definitely leads to brand resonance.

I have been experimenting a lot with Influencer Marketing for my own eCommerce platinum jewelry startup Jewelove. The different permutations and combinations have upped my game in many a ways ranging from building a brand, trust, business inquiries.

What are the key ingredients of Influencer Marketing?
• Identify key influencers for your brand:
we can’t advance to the next level if we haven’t done the homework right or this step goes wrong. In my case of Platinum Jewelry, when I look at the influencer who would I go for? Somebody who is a fashion enthusiast or a lifestyle blogger. Pen down who can be your influencer for your business
• Fix a goal and drive a marketing campaign around it: without a clear objective, driving an Influencer Marketing wouldn’t reap any result to your campaign.
• Track key metrics: Any marketing campaign without metrics to gauge the response would be incomplete. For me the metrics comprised of increase in the followers on Instagram of Jewelove or likes on Facebook. Bigger metrics were the inquiries raised via this campaign and the reach of content through Influencer. Setting the right metric is very critical as it helps you in your next marketing campaign.

The crux is unless you experiment different avenues of Influencer Marketing, you wouldn’t be able to map the results against other marketing initiatives.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house


Tags assigned to this article:
Influencer Marketing Marketing Rules

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