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Role of Communities, Content & Influencer Marketing on Consumer Behaviour
The document discusses the evolution of content marketing into influencer marketing and its impact on consumer behavior and business results. It highlights the shift from traditional media to digital channels, emphasizing the importance of engaging, shareable, and relevant content in a saturated market. The findings suggest that while influencer marketing is still developing in India, it can drive significant engagement and sales through effective strategies.
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Role of Communities, Content & Influencer Marketing on Consumer Behaviour
- 1. Agenda Role of Communities& Content on Consumer Behaviour 29th Jul 2016
- 6. Content Marketing –how should one approach it? Connectivity has changed everything! And more so in the last 10 years!
- 7. Content Marketing –how should one approach it? 1. Content Marketing - & Why 2. How it evolved into Influencer Marketing & Online Communities 3. How does all this impact consumer behavior & eventually business results!
- 8. Conventional Mediums ofPrint, Outdoor, TV, Radio One to Many One Way Owned by Media Houses Static / Audio / Audio Visual
- 9. Digital has invokeda paradigm change Many to Many Interactive / Two-Way Owned by Users Audio Visual + User Generated Content
- 10. Based on oursurvey results, digital is already a dominant channel
- 11. This is whatour research showed us
- 12.
- 13. Earned media likecontent marketing has more sustained long-term impact Source: NeilPatel
- 14.
- 16. Too much contentout there! Source: http://www.exacttarget.com/blog/50-content-marketing-stats/
- 17. Too much contentout there!
- 18. But just anycontent is not going to cut it anymore! Relevant Reward Engage Share Worthy
- 19. But just anycontent is not going to cut it anymore! Source - Moz
- 20. Key is toensure that its non-promotional
- 21. Content Marketing –how should one approach it? Guess which was one of the earliest automotive brands to experiment with Content Marketing?
- 22. 8 iconic films,8 famous directors, took the world by storm, shared over the Internet
- 24. 1 million articlesanalysed to reach the results of what gets shared most
- 25. 1 million contentpieces analysed to reach the results of what gets shared most Videos Lists How To Why posts Infographics Research Reports Surveys & Quizzes
- 26.
- 27. DBS has donesome phenomenal work on this
- 28. List of TopThings – Get a lot more shareability
- 29. Housing.com is leveraginginfographics at its best
- 30. List of TopThings – Get a lot more shareability
- 31. Petwish leveraging infographicsat its best
- 32. Zomato does thisbrilliantly on their social media
- 33. Event Social Mediacontent can be made engaging & shareable
- 34. Research Reports –Consulting firms do this very well
- 35. Home Care Guideby India Home Health Care
- 36. So Brands havestarted seeing real results from content marketing Sales / Leads over a long-term Reach users who use Ad-blocking Get organic traffic / SEO Tackle Ad Fatigue
- 37. Content Marketing producesresults Source: NeilPatel
- 38. Content Marketing –how should one approach it? So, Why Influencer Marketing?
- 39. Why did InfluencerMarketing start coming into purview 92 % consumers trust recommendation from other people more than from brands 33 % customers fallback on blogs and reviews before making the purchase decision#
- 40. Content Marketing producesresults Source: AdWeek
- 41. What problem doesInfluencer Marketing help to solve Create Amazing Content if the Brand is unable to do so Recommend the Brand Build the Brand
- 42. How does itwork
- 43. Hundreds of influencersin each field – need to find them!!
- 44. Results from ourInfluencer Survey
- 45. Results from ourInfluencer Survey
- 46. Our criteria forshortlisting influencers Size & Quality of followers/influence across relevant channels Domain Authority Relevance to the brand / genre / campaign Previous Performance Data Unique visitors to blog Quality of Content
- 47. When launching aproduct, initial organic boost is essential
- 48. When launching aproduct, initial organic boost is essential
- 49. When launching aproduct, initial organic boost is essential
- 50. Zespri – Creatingnew uses for a product
- 51. Screenshots with Linksof some sample Engagement with Raintree Hotels
- 52. Screenshots with Linksof some sample Engagement with Cambridge 2.5X Better Conversions in Leads via Parenting Communities + Influencers
- 53. But does itgive tangible results?
- 54. It can bea combination of different types of content
- 55. Housing.com is leveraginginfographics at its best
- 56. With an advertisingbudget the content can also be amplified in the right channels Social Networks – Facebook, Twitter, G+, LinkedIn, etc. Blogger Networks & Content Discovery Platforms – Influencer.in, Indiblogger, BlogAdda, Outbrain, Content.Ad, Taboola Forums & Communities – Quora, MouthShut
- 57. Does all thisproduct business results?
- 58. Aim is tocreate shareable content – For e.g. 378 shares in just 4 days
- 59. Right Call toAction is required to make this work
- 60. Right Call toAction is required to make this work
- 61. Engagement to Trendon Twitter - MomoeApp
- 62. Sometimes the resultsare intagible
- 63. Content Marketing –how should one approach it? Is it really that easy to build a brand via a content marketing strategy?
- 64. A lot ofcompanies invest in content marketing thinking this is how it works
- 65. This is howit really works!
- 66. This is howit really works!
- 67.
- 68. Content Marketing –how should one approach it? Wrapping Up
- 69. Content Marketing –how should one approach it? 1. Content Marketing is here to grow 2. Influencer Marketing is still in nascent stages in India but creates a word of mouth 3. It’s possible to get higher engagement as well as business results via content & influencer marketing!
- 70.