The Next Big thing: Influencer Marketing The noise of content is everywhere and so is the speed of content production. Amidst the online overdrive of the content, there are near to impossible chances of standing out for any particular brand. Brands are therefore hunting options to get a breakthrough of their voices. How to open those stubborn doors? How to move the needle? Here’s the newest golden goose for promoting your brand. So, I initiate by saying it the “It Tip” of marketing, which is nothing but the influencer marketing. As per Forbes, 84% of marketers have planned to execute influencer marketing in the current year, 2017. This newly proclaimed Holy Grail of marketing will help you from making a scratch start of your brand to making its seal as a leader. Not exaggerating with big claims until now, in case you think that is the case. Know it what it is: Marketing that begins with finding popular people to advocate your brand to wield an influence on your audience is what is called as influencer marketing. It is the most trustworthy way to build a loyal audience for your brand that trusts you. The messaging hits the right set of an interested audience through an influencer. People might think, rethink or even not think at all about an Advertisement that is shown to them. But they will always trust people who they look up to. An impactful voice with an authority makes a mark that is certainly huge. It is simply a unmissable asset that you can ensure for your brand. It has GoT something in it With no second opinion, it is taking off. If you know already about it, you might have encountered both sorts of opinions about it, good and bad. The fact is in the age of social media on the social media platforms, the drab thing also dazzles with a speak of an influencer. Then, think what level of push one piece of legit and sensible content can get with a catalyst like an influencer. Exactly this: Brand Conversations drive immense audience attention, audience engagement and audience loyalty (to your pleasant surprise) as they receive an assurance from people who they die for as fans. How real is this scenario? Have a look at what data say about the power of influencer marketing: Influencer marketing is the fastest growing and most cost-effective channel. (Source-Tompson) Ninety-two percent of consumers turn to people they know for referrals above any other source.( Source-Tapfluence and Influitive) Word of mouth generates 2 times the sales of paid advertising.( Source-McKinsey) Customers acquired through word-of-mouth have a 37 percent higher retention rate.( Source-Deloitte) Businesses make $6.50 for every dollar invested in influencer marketing.( Source-Tompson) Things to be conscious about: 1) Have right people on board as your brand’s influencer. Umpteen number of times brands have suffered for being associated with the wrong influencers. Not to forget the Snapdeal example that went through a diabolic phase recently when Amir Khan stated something that clashed with brand’s ideals. 2) Ensure a real connection between the brand & the influencer. Maintain extra caution while choosing the person; it should match the personality of your brand, with no excuses allowed for it. Think of the strong coherence between the personality traits of Ranveer Singh and the Suzuki’s Ciaz. Both share an undeniable relatability of grounded yet aspiration roots. After all, people see through real relationship deeply. 3) Send a genuine messaging from the influencer on behalf of the brand. When the messaging is from the heart of the brand, it gets to the heart of your audience. And when it comes from the heart of the influencer, it rests and reigns on the psyche of the people for long. Amitabh Bachchan influenced millions of hearts with his Navratna Oil Advertising. Why? The messaging just struck the right chords with the right people through the right person. Like it or not, influencer marketing is the next generation marketing goal. It is going to do it all for you what you might have been struggling to do for long. Hitesh Kothari Has played some key Digital Marketing roles when at IBM-Australia and New Zealand, Infosys, Sonata Software. Also worked with the world's best Digital marketer, Neil Patel as Internet marketing consultant helping startups to billion $ companies with their Digital Marketing. Has worked on 100+ marketing campaigns and a few of them are IBM Australian Open, SAPPHIRE, Oracle Open World, etc. He's currently leading Marketo Labz and giving digital marketing strategies to various companies and individuals alike.