: How Content Creators & Influencers can contribute to Festive Sales #IndiaNEWS #Festive Marketing Week Industry stalwarts scurtinize the capabilities of influencers and creators to drive commerce and

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How Content Creators & Influencers can contribute to Festive Sales #IndiaNEWS #Festive Marketing Week
Industry stalwarts scurtinize the capabilities of influencers and creators to drive commerce and how they can contribute to festive sales.



The panelists spoke at an insightful day of the Festive Marketing Week, a platform for Indian Marketing Professionals to gain insights on optimizing their strategies to produce efficient results in the high-spending period.



The Panelists



Lakshmi Balasubramanian, Co-Founder, Greenroom NetworkAyush Guha, Head – Business Development and Strategy, HYPP, Times Internet LimitedNeel Gogia, Co-Founder, IPLIX MediaAarushi Sethi, Business Head, Pollen (Zoo Media)Vinay Pillai, VP – Clout, Pocket Aces



The Role Of Influencers & Content Creators



The role of influencers and content creators in marketing strategies has always been debated and their participation in a stage of the funnel and the value they can bring to a festive campaign is also a subject the panelists touched upon.



Aarushi Sethi, Business Head, Pollen (Zoo Media) mentions that while influencer marketing holds around 15% of media spends for most brands the association is now also extending to the influencers being the face of their DVCs.



Lakshmi Balasubramanian, Co-Founder, Greenroom Network reckons influencer marketing can largely be used for amplification which can also be automated, and content creation needs its own trait unique to each campaign.



Ayush Guha, Head – Business Development and Strategy, HYPP, Times Internet Limited, shares the ability of influencers to reach an audience has already been tested, and it is a part of media spends for several brands, but the amount of money poured in recently has been more.



Neel Gogia, Co-Founder, IPLIX Media mentions that influencer marketing has also created engines for extension of campaigns, more case studies of such campaigns will provide more clarity on what expectations can we have with such integration, especially how D2C brands leverage them.



The Perceptions On Influencer Marketing



Discrepancies in the collaboration between brands and agencies and influencers may hinder the performance of a campaign, in spite of being well-conceptualized, the professionals spell out such perceptions that brands can avoid to leverage a collaboration at its optimum level.



Lakshmi states that more often than not if a brand manager does not recognize an influencer they are more likely to not go ahead with them, even if they may be a good fit for the campaign. Furthermore, influencers may have a style that might not appeal to the brand but would appeal to the audience, this element blocks the collaboration too. Such instances and getting the influencer out of their space could be detrimental for the brand and the influencer.

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