While influencer marketing has unearthed new talents and democratised the publication of content, it will start to professionalise going forwards – Whalar Asia-Pacific CEO Matt Sutton has claimed.
He will be on a panel at the Mumbrella Asia Finance Marketing Summit on August 29 in Singapore, which will discuss whether influencers have a place in finance marketing activations.
Speaking in advance of the event, he said: “I am expecting more professionalisation. It’s been a fantastic period in terms of democratising the publication process and liberating creative voices, it’s awesome to see all of these new creative talents becoming available for brands to work with.
“Influencers are storytellers. They build communities and then they tell stories to that community so their content has to have a consistent narrative thread in order to have a highly-engaged audience that follows them for a particular topic, passion point or type of content.”
Asked about the health of the influencer space despite the fraud and fakery that has plagued the medium, he said: “There’s no doubt that influencer marketing is in a great space right now. Increasingly, brands are recognising the opportunity to work through influencers to reach highly-engaged audiences.
“It’s estimated that by 2020, the influencer marketing industry will be worth more than $10 billion. That’s the proof in the pudding that brands are getting value out of it.”
However, he added: “It’s important for brands to put the same rigour and strategy in when working with influencers just as they would with any other media, whether it’s outdoor, digital, mobile or social. You have to form a deep strategic relationship with your influencers and really handpick the right ones to work with. Also, managing the tension between what the brand wants to say and what the individual influencers wants to say is highly important.”
During the one-day conference, there will also be keynote speeches by Visa vice-president of marketing for South East Asia Vivian Pan and Standard Chartered Bank global head of personal segment marketing and digital marketing Norliza Kassim.
In addition to that, delegates will see an in-depth question and answer session with Prudential Assurance Company Singapore head of customer experience and segments Harish Agarwal – not to mention sessions on why banks fail to use their rich customer data to provide personalised marketing, the new paradigm of marketing to millennials, deconstructing the customer journey, disruption in the financial space, the validity of influencers, brand building in the digital age and much more.
There will also be 35 expert speakers from international brands like UOB, VMLY&R, Yahoo, SingSaver and Singapore Press Holdings – to name but a few.
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