Uncovering the Crystal Ball- Vietnam's Influencer Marketing Landscape In 2018
By having influencers to send brand's messages toward target audiences, influencer marketing represents a priority for advertisers when it comes to choosing an effective marketing strategy. Ad Age estimated of 43% of global firms have already orientated to accomplish this method of marketing in which half of them are B2B (Business to Business) model. Phi Nguyen, CEO of Hiip, also mentioned about micro-influencers, another new form of influencer marketing to generate significant impacts to mass audiences as well as leveraging brand's impression and credibility.
Despite of those claims, advertisers only spend averagely less than 100,000$ for influencer marketing per year (this still depends on the company's scale and budget).
Eventually, like other successful marketing strategies, influencer marketing is in dire need to grow and adapt to market's transformation to stay alive and prevail.
“A picture says a thousand words”. Then how about a video? Will the advertising value be raised if it is presented by an accordant influencer through video advertising?
According to Eco Mobi report, the number of web-browsing users through mobile phones in Vietnam is expected to be at 66 million (62% of total population) in 2021.
"Frequency of online video access consists of 92% on weekly and more than 50% on daily as basic. Mobile devices tuned out to be preferred for video watching with 60% more of usage in 2018."
Coming to another pressing issue of influencer marketing is how to locate the right candidate, even with the micro-influencers, to match with target audiences?
Instead of spending time for examining, collating with a wide range of sources to acquire suitable influencer, Artificial Intelligence (AI) proves to be a trending topic for discussion. The purpose is to deliver the quickest and most precise outcomes of finding the right influencer.
Former Director of FameBit (a subsidiary of Google) Rob Ilas, has been studying application of AI on influencer marketing in which includes its principles of operating. Through a chain of NLPs(Natural Language Processes), AI is able to analyze the content produced by influencers as well as the reactions of their followers on various social media channels. The results will select the most apposite candidates toward brand's desired target audiences.
"Influencer marketing demonstrates a promising marketing strategy but at the same time, the need to fully utilize its potential is coveted. Moreover, keeping up with constant change in market trends and advanced technology should not be overlooked as well."
