The Challenges and Landscapes of Marketing Under Influencer in Asia
Influencer marketing on social media seems to be the next most innovative idea to data-driven marketing, with influencers creating genuinely encountered content that communicates brand values and engagements. However, in recent years, influencer marketing in Asia, which has been a dominant force in consumer marketing, is now faced with a range of new challenges.
First, as the COVID-19 pandemic has an economic effect on consumers, product marketing is evolving. At least in the short term, wage cuts, increasing unemployment, and job instability are likely to reduce discretionary spending. To ensure the best price and value, customers turn to online marketplaces, community shopping platforms, and apps.
Second, rather than relying on specific products, innovative marketers are emphasizing brand interactions. They understand that customer loyalty is in short supply and that people’s attention spans are short. As a result, video and multimedia campaigns need a higher degree of interactivity and customer engagement to attract publicity.
Measuring influencer campaign revenue has always been difficult, but quantifying brand equity gains is even more difficult. In Asia’s influencer marketing landscapes, further improvements are expected in the coming months. Here are several things to think about to tackle these challenges;
1. Using Genuine influencers
Influencers were at the frontline of emerging market economies in Asia until recently. The course of customer interaction has changed due to two factors. Next, there’s the meteoric rise of live streaming, which has turned video salespeople into online celebrities and made sales volumes easy to track. Next, brands are using digital games and virtual design to make WeChat mini-programs more immersive. Live streaming is gaining traction in Southeast Asian markets such as Indonesia, Malaysia, and Vietnam. On the other hand, local influencers continue to be sought after by homegrown brands and industry pioneers looking to demonstrate their understanding of the domestic media landscape.
2. Using Brand Ambassadors
Brand ambassadors will help you reach a wider audience and improve interaction. It allows innovative advertisers to create and distribute content to their followers. However, before recruiting a social media star, you should perform a comprehensive risk assessment.
Influencer content has been both meticulously crafted and instinctive as the primary opinion leader genre has grown. Consumers who are searching for authenticity rather than set-piece imagery may be turned off by curated content. Brand expectations, consumer principles, and even online laws can be violated by impulsive posting. So ensuring contents are genuine is very relevant.
3. Managing the Impact of Influencers
Customers may have mixed feelings towards social media influencers. On the one hand, their entrepreneurial zeal and self-marketing skills for building a reputation and earning power are admired. On the other hand, their durability is often challenged, considering that their celebrity is not focused on a television, film, music, or sporting career.
It is often asserted incorrectly that online influencers handle the less lucrative brand advocacy that genuine celebrities avoid. Most popular brands often employ social media influencers to help them create a local or national audience rather than a regional or global audience.