Influencer Marketing: From the Sidelines to the Frontlines

There was a time when pop-up advertisements were the thing, banner advertisements ruled the roost and e-mailers were always part of your marketing budgets. Then came the age of social media and as sure as your mother’s cooking, it caused the biggest revolution in communication since the invention of the telephone. It changed the entire landscape of social communication and how we share multiple streams of information with each other, for eternity. It has reached a point where billions of people across the globe are now connected to each other over social media platforms at all times, thanks to the advent of mobile phone technology. With ready access to this humongous database of ‘consumers’ for the plethora of products and services, there has never been a more opportune period for marketers to cash in and derive a more concise and ROI driven campaign to get the right results, through the right avenues.


Riding on the successes of content centric campaigns and organically derived ‘media-miracles’, ushered the rise of a socially mobile and highly engaging group of brand ambassadors called INFLUENCERS. Not only did they create another avenue to hone in on a highly targeted audience, but also leveraged their personal popularity to set up an entire eco-system for furthering branding campaigns. 2016 is largely considered as a watershed moment in the fairly infantile lifespan of ‘Influencer Marketing’, mainly due to the coming of age of highly personalized and influential content on social platforms like Instagram and Snapchat. From celebrities to CEOs to bloggers to marketers, anyone who was willing to utilize their ‘social statuses’ to push a certain agenda, whilst maintaining their auras of credibility and content structures, jumped onto the ‘Influencer Bandwagon’.


The elevation to the level of being an influencer is not just relegated to mere grandstanding and one-way communication, but a path ridden with smart long-term approaches and sustained engagement in one’s inherent interest areas. 2017 holds some very interesting prospects for influencer marketing which will see an upward trend in brands looking to immerse themselves into including a wide range of influencers targeting specific groups of users. A renewed vigour among traditional marketing firms and agencies has initiated an acquisition/diversion of dedicated resources. This will explore more and more intricate avenues to increase consumer engagement through the use of influencers. That being said, in this ever evolving age of digital revolutions, influencers should not bet against the future by sabotaging their own eco-system through excessive interests and sub-contextual content pushes.


In the divergent world of influencer marketing where global icons exercise influence over swathes of cyberspace,  the hyper-local social media ninjas who giving a new avenue of precision targeting for local businesses, brands have never been bolder in their approach towards exploiting the ubiquitous desire for self-generated content. Overall the prosperity of the influencer marketing sector will hinge upon a continuing desire to keep up with the latest trends, and inputs of self-regulation to avoid over-inflationary tendencies which negatively impact ROI for the brand in question. All in all, we as a part of this eco-system of mutual dependency must sincerely work towards fine-tuning all aspects of campaign approaches, so that the CONSUMER in each and every one of us derives genuine value from the content displayed in front of us.





Here’s presenting our fortnightly video series. We call it The Fortnightly Show.

It came, it saw, and it left us with a withering sense of self which forced us into deep introspection and wonder. 2016 gave us a bucket load of memories which we will remember forever (read scarred for life) and the impact has been so profound, we are duty bound to present some of the most contentious, preposterous and downright insane happenings from the year that was 2016. Watch Abhishank Babbar (our local communications specialist) take apart issues ranging from ubiquitous ‘Sonam Gupta’ to the batshit craziness of the November ‘DEMONitisation’, and get down and dirty with the ‘Year that misbehaved’. Follow us on YouTube for more such ‘inspiring’ and ‘engaging’ videos. Don’t forget, Episode 2 is just around the corner.

Here’s What Every Content Marketer Should Keep In Mind In 2017

It’s official! The amount of time people are spending on different media platforms, especially social media, doesn’t seem to be slowing down anytime soon. As a direct result of smarter platforms and precision guided targeting, content will retain its crown as the king of marketing strategies in 2017 and the foreseeable future.

The deviation from the past tactics of ‘Content Bombardment’, which emphasized continued presence in the audience’s fields of interests, has led a near revolution in the way the target groups will be engaged and fed content. The ability to personalize your content streams across different platforms makes for an opportune period for content marketers to access the attention of their audience and ‘seize the opportunity’. 2016 has been more like a watershed moment in the ‘Advent of the Social Age’, but like most trends which come and go some are sure to stick around touch new heights in 2017.

Here’s what we think are some of the things to look out for content marketers in 2017:

  • Videos will continue to rally and maintain their lead in the world of content marketing. We already saw the robust acceptance and usage of the ‘Live Streaming’ and ‘360 Degrees Videos’ in 2016 and there is no reason this will slow down in 2017.
  • With more segmented content tailored to your specifications, the User of 2017 will see an uptick in engagement activities thereby encouraging the prospects of content marketers out there.
  • We’ve always thought of email marketing as a dying tool in this varied marketing environment. However due to the personalized settings of many email services, the actual value derived from an e-newsletter is going up along with the ‘email open rates’ increases in certain instances. This is good news for email marketers.
  • Purpose is the often the key for getting it right for marketers across the globe. Purpose driven content has bridged the gap between User problems/issues and remedial measures which in turn creates a symbiotic relationship between the content and the audience. Watch out for more ‘How to……’ content in the year of 2017.
  • The general acceptance of mobile friendly formats will leap into the realm of ‘necessity’ rather than its ancillary nature in the past. With 65-70% of all internet activity projected to emanate from mobile devices, it is only imperative that designers start building mobile friendly interfaces from the get go.
  • With the changing of the rules of post reach by many media powerhouses like Facebook, the ability to achieve a purely organic growth and reach will become more and more difficult. Advertisers will have to spend more money and innovate more with online marketing strategies to achieve the desired visibility.
  • We will also see a greater emphasis on Storytelling aspect of various strategies in 2017. With a saturated viewer who has access to a growing content pool, the story board will become a primary focus for many marketers who seek to engage with the audience in a more value driven format. Virtual Reality is just one aspect which is providing major players with an engaging and thrilling content to keep the user engaged, albeit this technology is still capital intensive which makes this an expensive proposition for small and medium players.


These are just some of things which we can expect from content evolution in 2017 using 2016 as a Launchpad for our projections. However in this mad dash for content supremacy, we sure can expect many surprises from 2017 in the world of Content Marketing which can’t be quantified today. We hope you’re content with our attempt at predicting what lies ahead. Please do write to us if you’d like to share your thoughts about the same.