Influencer marketing is in the flow because the brands express concern about the return on investment (ROI) and false followers and push them to explore alternative strategies.
“It is irony that the medium that has surpassed traditional advertising, such as television and billboards, is facing a massive problem to return investment because of measurable results,” said Dhruv Khurana, founder Astatine.ai, marketing marketing marketing.
“It’s because fake followers can be purchased in India for just so little.” £8 to £50 per thousand. We have analyzed more than 2 million creators and found that 65% had 10% to 15% suspicious or inactive audience. This directly affects the performance of the campaign and makes it difficult for the real return on investment to measure, ”Khurana added.
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According to BCG report in May 74% of brands emphasized the challenge of false followers, while 40% complained about lack of return on investment.
“Measuring the return on investment remains a challenge in influencing, especially with the content of the highest funnel,” said Rajiv Dubey, media head of Media Dabur India Ltd, answering questions shared in e-mail. The aim of the highest funnel content is to raise awareness instead of advertising products for new users.
He stressed that this led them to update their metrics to add the degree of involvement (ER%), the cost of engagement (CPE) and the cost of the view (CPV) to all their main influence campaigns. These attempts to assess the impact of digital ads by measurement, how many users have been watching, liked, shared or commenting on posts.
Dabura’s measures
“We are aware of the prevalence of robot followers and inflated metrics in parts of the ecosystem. To deal with this, we rely on third -party analytical instruments and audits to evaluate the quality of influence, which we only work with authentic, engaged creators.
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He also stressed that the FMCG giant is also experimenting with a model where the creators they bring will be paid for their sales conversions instead of a flat payment known as associated marketing. “Associated marketing is an area that we are actively exploring, especially within our D2C and e-commerce initiatives. We believe that associated partnerships when content or healthcare professionals, offer a more follow-up model based on ROI,” said Dubey.
“We are currently investigating pilot programs in categories such as skin care and health supplements, with influenced controls who control operation through their own discount codes and UTM links, helping us accurately attribute conversion,” he added. UTM links are used to monitor digital marketing campaign performance by adding specific parameters to the URLs, allowing you to see where the operation and efficiency of different marketing efforts come from.
Managing problems
Startups like Plum Goodness and Wow! Momo also goes through these problems. Shankar Prasad, founder of Plum Goodness, said they used analysts to lead the metrics of decision -making and tracking, such as the schedule of the clicks, coupon redemption, etc. Meanwhile L. Muralikrishnan, co -founder and chief marketing director WoW! Momo said, “We do a lot of tracking of shoes to estimate the number of actual followers through third -party platforms before we work with the creators.”
Affiliate marketing is a popular concept in the economy of the Western creator, which is gradually running down to the Indian market.
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Affiliate marketing has previously injured in the western markets, thanks to the strong infrastructure of electronic trading and performance -based thinking. “In India, it gains strength-we work up with 250+ brands that now believe in the model. But traditionally, the brands were more comfortable with an agreement with a fixed fee rather than the partnerships associated with the results,” Minbla, leading to the market in Wishlink, creators led by an associated marketing company.
On the infrastructure side, there were many tools to monitor conversions at the creator level. Fortunately, these systems now appear and improve. “The filmmakers also hesitated-they have been hesitated to make guaranteed payments over commission-based models. But this is changing because the model becomes more transparent and creators see consistent earnings through platforms such as Wishlink,” Dembla added. Now, with increasing data, it is clear that the model provides value to brands and creators.
Some marketing agencies are trying to integrate affiliate marketing, especially in the categories of game live streaming to push impulsive purchases. “Youngsters hooted to Gaming Watch Their Favourite Creators Play Games for Hours on Platforms Like YouTube. INSTEAD of Just Relying on Links, We Target Them Through Qr Codes, WHICH BECOME and VISUAL MEDIUM Cases, we try to use qr codes that take the user to the product on Quick Commerce Platforms, Further Pushing Them to Buy Impulsively, Especially Snacks, ”Said Tushaar Garg, Founder of Creator Economy Startup Stream O.
(Tagstotranslate) Plum Goodness (T) Wow (T) Momo (T) Stream O
