You have probably heard this a million times by now- “The world is going digital”.
All aspects of business are now seeing a very sudden shift to the online domain. What is equally important (and what might be missed out) is that this shift is not just sudden, but almost complete, a lock-stock-and-barrel kind of scenario almost. Till just about 4 months back, the increasing move to digital was driven by the digital world becoming ubiquitous. However, in the present times, the move is compelled by the growing absence of all other mediums.
And here’s a clear lesson that we all have understood – this shift is here to stay.
And therefore, it’s probably a good idea to dispel some prevalent myths when it comes to reaching your desired audience where they now reside most – their phones and tablets.
Myth 1: Having more followers always implies higher reach
This might have been true till maybe a couple of years back. But now, as a marketer, you need to ask yourself exactly what are your target cities as far as your marketing objectives are concerned. And if you are still simply following the approach of going after influencers who have a large number of followers, maybe your efforts (and marketing dollars) are being misdirected, simply because these influencers have maybe only 30% followers from your target cities.
A smarter approach would be to have more awareness around this percentage-wise breakup of these influencers and then pick and choose in such a way that both reach and cost are optimized.
Myth 2: Category of the influencer doesn’t matter
We all know that there’s a certain “genre” of every influencer. Some post more about food and health, some about the latest fashion, and yet others would be making posts around parenting. Accordingly, the kind of followers these influencers attract would change. Therefore, depending on what your brand stands for, you will invariably need a fairly targeted marketing approach, which in turn, should be driven by the question – “Which set of influencers is my target audience following?”
The answer to that question lies again, not in who are the biggest influencers overall, but who are the biggest influencers for my specific audience.
Myth 3: Higher reach means I have to pay more.
Perhaps a myth that is actually being perpetrated by a lot of agencies out there, because this is what gets them (the agencies) the maximum bang for their client’s buck. This is absolutely not true. It is fairly easy to arrive at a mix-and-match of influencers who can reach your followers, in the cities that you want, and by adopting this approach, it’s easy to save quite a bit on your budget.
Luckily, there’s a solution to all of the above. Onspon team, in association with one of its analytics partners, has come up with a rational and data-driven approach to influencer marketing, which focuses only on two things that really matter – your desired reach, and your budget (of course). Any company looking to reach followers of influencers in categories such as Style & Fashion, or Food, Fitness etc. just needs to fill up their requirements (in terms of desired outreach and city) here and the rest will be taken care of.
Everything Tech - thats how Sharad pens his profile. He has designed Tech products, developed them, built tech teams, and also sold tech products as part of multi-million dollar Enterprise Solutions. He is currently the CTO of Onspon which is India's biggest event marketplace that aims to help event professionals create fantastic events and monetize them. Onspon helps event managers in getting sponsorships, selling stalls, partnering with great vendors and plan their event better. With partnerships like eventonapp, Onspon also uses mobile first platforms (event apps) to create fantastic opportunities for events to engage their audience and sponsors.
Sharad is an industry speaker on event trends and engaging user behaviour in communities and is a part of multiple leadership forums. An avid reader, book critic and writer, he currently lives in Mumbai.
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