Ten years ago if someone uttered the words ‘influencer marketing’ you would be scratching your head wondering what they were talking about but in modern day influencer marketing is more accessible and measurable than ever before, and more marketers report finding it effective in achieving their goals.
Brand ambassadors such as former IPL players are now running fantasy sports brands. But how should products be advertised responsibly?
What is it?
The session taken from the ‘Marketing and Advertising’ panel at SBC Digital – India looks at how such individuals should attempt to educate their audiences, as opposed to altering perceptions of sports betting altogether.
It talks about perception and education, how responsible messaging must be at the forefront when enlisting the help of influencers and the evolving nature of the industry, which has been forced to move with the times when the coronavirus pandemic hit the country.
Who is it?
Sebastian Paris, COO, Bwise Media
Anutosh Chatterjee, CEO, Revenue Street
Satya Mahapatra, Founder, ROI Internet Marketing
Japneet Sethi, India Marketing Lead, Parimatch
Vishesh Bhandari, CEO, Stock Market Fair
Andrew McCarron, Managing Director, SBC
What is being said?
Bhandari explained: “Influencer marketing is one of the fastest growing industries in India. Nowadays, it is a priority of every advertiser, and it has grown to about 300% this year. Around 65% of advertisers are using influencer marketing as a strategy of user acquisition. In India, influencer marketing helps brands have better engagement. It also reduces the cost of user acquisition.”
Paris: “I think the number one target should be to simply protect the youth,” he said. “If you look at cricket coverage, and particularly the IPL in 2020, there was so much advertisement around, not just fantasy but also the grey area in gaming so the restrictions are basically the guidelines that have been put in place now afterwards. They were caused by some tragic events, such as certain suicides that happened in the aftermath that were related back to gambling issues.
“I think it’s super important to simply protect the youth to protect vulnerable players. Having really clear guidelines on what is communicated and how it is communicated, and who we are targeting with our advertisement is incremental in making sure that this beautiful industry keeps its very good reputation that we focus on entertainment rather than just a money making machine.”
Why should I watch it?
To see how India is utilising influencer marketing.
Where can I see more?
Source: SBC YouTube Channel