by Karan Bhandari
October 27th, 2014

The word brand is often defined as a “name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.”

Brands spend volumes of money in promoting themselves and creating awareness, in an effort to build a connection with its audience. But in this digital age of the millennial, with over 1.3 trillion USD at their spending disposal in the US alone, is conventional marketing warfare still the way forward?

With an infinite number of choices available for a single product or service to consumers these days, it is getting harder for brands to reach their target audience with mainstream marketing messages. The average consumer gets thousands of commercial and personal communication daily, making it near impossible to add credibility to a brand.

So how do you cut through this noise? Use influencers to advocate a brand’s marketing message to help overcome these communication challenges.  These influencers are people who have an established social persuasion who can engage potential buyers into dialogues and effect their purchasing decision. These days, end consumers are looking for individuals or small groups with specific knowledge as to what, where, why and how they should buy, think and act. When a brand establishes relationships with these types of individuals or small groups, it can leverage the influencer’s credibility and the scale of their following to create connections with customers within the buying cycle. This early customer engagement is the key to converting customers into potential advocates of the brand.

With the help of proper and simple Influencer Relationship Management, brands can use influencers as invaluable assets acting as the ambassadors for brand connect as well as conversion. It’s certainly why PepsiCo’s Global Director of Digital and Social Media, Bonin Boughm called Influencer Relationship Marketing the “future of digital marketing”.

Karan Bhandari is digital director at Weber Shandwick India 

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