September 11, Gurgaon: The Influencer Marketing world has gone through the roof in the last 4 years. There was a time when you needed to be someone big or connected to someone to get your content to the world, but in the last 4 years, the world has changed for good. This is the only positive the COVID era gave to the world: content creator democracy.
Welcome to the world of content creators, aka influencers, changing the way the world operates, changing the way brands look at audiences, changing the way consumers make their buying decisions.
While it’s all glam and glory, at the same time, the overexposure has to be moderated. As per an iCubesWire survey of more than 10,000 consumers, 53% of Consumers do not trust influencer content at all, while 23% are moderately trusting, 11% quite a bit, and 13% completely trusting. The survey highlights the fact that there is a need for moderation to ensure that consumer trust is maintained and the content being generated remains relevant in the long run as well.
In order to get the industry together, India Influencer Conclave, launched by iCubesWire, a leading Ad Tech player since 2010, is an industry-moving and binding step. The first chapter was held on 25th August at the Camellias Club and was attended by Chetan Bhagat, Mandira Bedi, Nitibha Kaul, and many top influencers. At the same time, top marketers from across the country joined in. CXO-level participation was seen from brands like Adani, Kotak, SBI Cards, Noise, Wow Skin, Nissan, Flipkart, Luxor, LG, and many more.
“While the industry is booming, a lot has to be contained and controlled, we feel. With Chapter 2 drawing this unprecedented response, we are excited to announce the launch of Chapter 3 in Mumbai on the 21st Feb. We plan to do that at a scale of approximately 500 marketers and influencers to attend the day-long show. We are also soon going to announce the launch of our India Influencer Conclave City Chapters wherein we’ll be present at 1 city every month to make this movement a sustained movement”, Sahil Chopra, Co-Founder & CEO, iCubesWire.
With the industry moving ahead, a much bigger, much better Chapter 2 is lined up on the 20th of September at the DLF Cyber Park Auditorium in Gurgaon. With 2 weeks to go for the event, it’s a massive sold out, and the lineup for Chapter 2 is even bigger. Rannvijay Singha, Raj Grover, Vishnu Kaushal, Beebom, Rj Parveen the lineup is even better and Senior executives of various top brands like Makemytrip, Infodege, TVS Motors, Airtel, Pepsico, Lt Foods, Kotak and many more are joining this event.
“From marketing to political opinions, everything runs on influencer marketing. However, brands and influencers must be cautious while posting and question whether it will add to their credibility. Authenticity is the key, and this is why the simplest stories win the customers’ hearts,” said Chetan Bhagat.
“Brands often believe they know it all and may even presume to understand an influencer’s audience better than them. Over time, I foresee brands, agencies, and all stakeholders coming together. A collaborative ecosystem defined by clear expectations and streamlined processes is the need of the hour,” added Gaurav Chaudhary (Technical Guruji).
“The opportunity for real conversations between influencers and brands is priceless. iCubesWire has done an exceptional job creating the industry’s first-ever brand-influencer platform. With the who’s who of the industry present here, the conclave has presented a unique opportunity to learn how to collaborate better,” said Nitin Sethi, chief digital officer of Consumer Businesses at Adani Group.
“Influencer Marketing as a concept has always intrigued us. Dabur has a legacy of collaborating with mega influencers. Some of our campaigns have partnered with more than 4,000 influencers across the funnel. Today, new-age brands are built by influencers, which will drive the growth of the influencer marketing landscape,” added Rajiv Dubey, Senior General Manager, Head of Media at Dabur.
