Unlocking Marketing Potential: Leveraging Online Influencers, AdTech Innovations, and the Power of Social Media

Unlocking Marketing Potential: Leveraging Online Influencers, AdTech Innovations, and the Power of Social Media
Unlocking Marketing Potential: Leveraging Online Influencers, AdTech Innovations, and the Power of Social Media

The process of developing a brand cannot be completed without advertising. Enthralling commercials have the power to leave a lasting impression on customers. Companies can promote their products and services and solidify their position in the market through advertising. Innovative, creative, and able to attract and fascinate the target audience are general characteristics of effective commercials. By 2028, the Indian advertising business is expected to reach Rs 1,544.07 billion, according to a survey.

Amazing ads have been shown to people throughout the years; for example, the "Just Do It" campaign by Nike, the "Palace-Tera Dil Roshan" campaign by Happydent, and the "Dimaag Ki Batti Jala De" campaign by Mentos are all great examples of how advertising can make people remember brands and their products.

The advertising industry has experienced a seismic shift throughout the years, adjusting to new forms of media, consumer habits, and technology. There has been a dramatic shift in advertising from the era of traditional print ads to the digital age. Newspapers, magazines, and billboards used to be the main forms of print advertising. As radio and television became more commonplace in the latter half of the twentieth century, broadcast advertising became increasingly prominent. To attract customers through auditory and visual channels, businesses began making catchy jingles and advertisements. The proliferation of digital advertising can be attributed to the new advertising channels made possible by the digital revolution. When marketers realized they could reach consumers online as well, display advertisements, SEM, and social media ads all took the stage. Technological developments in the last several years have propelled targeted advertising to the forefront.

Utilizing Online Influencers to Up the Game
AdTech Holding the Aces
The Rise of Social Media as a Trustworthy Resource

Utilizing Online Influencers to Up the Game

Even though the definition of an "influencer" is up for grabs in a world where everyone from Jaya to Jerry thinks they're an influencer, numerous brands are bringing online personas to television. Subtly hinting at potential influencer marketing trends, marketers are implementing techniques. Spending on influencers could increase by 70-100% this year, according to media sources, and it's interesting to note that it's not limited to the digital realm. Nowadays, it's not uncommon for a famous face from a viral video to make an appearance during a commercial break. Furthermore, not a single "freaky" algorithm is involved.

Several news outlets have reported that the main benefit of these internet celebrities is their relatability. Moreover, people increasingly use Google to search instead of examining the portfolios that casting directors present. Influencer marketing on television is also said by industry professionals to be a cost-effective strategy. Not only do they know what they're doing for brand businesses, but they also price less than a B-list Bollywood actor and throw fewer tantrums.

Value of the Advertising Industry in India From 2016 to 2022, With Estimates Until 2024
Value of the Advertising Industry in India From 2016 to 2022, With Estimates Until 2024

AdTech Holding the Aces

Third-party service providers mostly make AdTech decisions, meaning which technologies to deploy. Although it's still a small market, the 'client direct' segment of the AdTech industry is on the rise. Various entities, such as holding companies and independent agencies, remove the advertiser's marketing department from the decision-making process.

Because of the recession's increased scrutiny of advertising budgets and the fact that the underlying technologies are no longer amenable to outsourcing on the same scale, advertisers must stay abreast of developments in the AdTech industry. While the aforementioned third parties may have the necessary expertise, financial clout, or other advantages to make decisions on the advertiser's behalf, the latter would do well to question the reasoning behind such decisions or even take the lead in making them. This would give the former more agency and transparency.

The Rise of Social Media as a Trustworthy Resource

One of the most reliable marketing strategies in the modern era is social media. Companies nationwide are starting to see the unrealized potential of these modern marketing platforms. These enable firms to connect with clients on a personal level; they are virtual, accessible, and inexpensive. There have been projections that the direct-to-consumer sector will surpass $100 billion by 2025's end. Certainly, there is zero tolerance for mistakes or misunderstandings in this direct-to-consumer model. Also, it makes sure that reviews and feedback are honest, which is great for product creation and improvement.

But here's a critical issue that needs fixing. The traditional methods of doing business are still the preferred choice of small firms in tier-2 and tier-3 cities. They see social media as a passing trend. They must realize that social media's influence will only grow in the years to come. Therefore, they need to be digital and social media savvy if they want to stay in business because those are the foundations of every successful enterprise nowadays.

The aforementioned changes show that the advertising industry in India is undergoing a technological transformation. Because of this, it is also well-positioned to offer several chances to everyone involved. Therefore, its expansion could be seen as a major turning point for this industry.


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