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BW Businessworld

The Rise Of The Enterprise Influencer

Nikunj Kewalramani believes that influencer marketing is impacting the business-to-business space as well with a new breed of influencers emerging

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On macrotrends changing the marketing landscape…

Among larger trends shaping the industry, content takes the lead in becoming the critical component. This is especially true for business-to-business (B2B) marketing. We invest a lot in building great quality content to create more knowledge and awareness in the industry. It also helps to expand the territory where we might not have any physical presence in. 

Another area that is changing rapidly is in the context of on-ground initiatives and events. During the pandemic, there was a boost in online through webinars, web events, etc. But now offline is coming back again because nothing surpasses face-to-face interaction. We are also seeing the likes of influencer marketing coming to the B2B space with the rise of enterprise influencers. 

On whether artificial intelligence (AI) and metaverse are gaining ground…

AI is definitely playing a key role in building the advertising world. Brands such as Nike, Puma, Adidas, and Facebook among others are investing in the metaverse and creating great campaigns. Many of these efforts thought are preparing for the future. I feel there is a long way to go for metaverse to really make an impact but we are at the right starting point for investing in it. In the next five years, we will defiantly see a boom in these platforms.

On choosing the right advertising formats...

We are already seeing the coexistence of traditional and newer forms of marketing. Traditional advertising has significant scope. People are already out there on the roads travelling to work or just on an outing consuming out-of-home or radio and similar media. The point to consider here is how creative can outdoor ads be so that the present-day consumer and the younger consumer can all connect with them. It is about creativity, messaging and using the right format to display the ads.

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40 UNDER 40 brand mavericks magazine 3 December 2022