| | SEPTEMBER 20238Consultants ReviewIN MY OPINIONver since marketing was acknowledged as a discipline in its own right, marketers have been using a multitude of tools and strategies to reach-out to their target audiences. However today, when technology is permeat-ing through to each and every part of our day-to-day life, marketing is undergoing unprecedented changes at a rapid pace. Strategies that have held true for decades have largely be-come redundant, and new approach-es that emerged only a few years ago are no longer that effective. It is clear that modern-day marketers have to evolve in step with this change in the sensibilities of their target au-diences and fast-evolving trends in content consumption.A question here arises: why is this change happening? Because our millennial consumers have so many choices available to them today, be it in terms of content or services. Such wealth of options ties into and feeds their love of experimenting with newer products and instant gratifi-cation. This is why marketers need to think beyond flashy ads and focus on creating a unique value proposition. They need to be authentic in order to engage millennial audience, and to get these new-age consumers to `stop scrolling and start clicking'. The Power of Social Media Influencers & Affiliate NetworksSocial media has become like a chai point that millennials visit anytime they want. What makes it differ-ent is the amount of time that they do spend there; according to recent market research, millennial audience spent upwards of six hours every week on various social media plat-forms. More importantly, the Fear Of Missing-Out (FOMO) on social me-dia makes 57 percent of them make unplanned purchases. This makes social media a lucrative avenue for marketers looking to engage their target audience and to drive favour-able purchase decisions.One of the biggest social media marketing trends to have emerged in recent times is the marriage of influencer and affiliate network marketing. It combines the distribu-tion and tech capabilities of affiliate networks with the strong connect that top social media influencers/bloggers have with their followers to create tangible brand impact in an organic manner. By Neha Kulwal, CEO, Admitad IndiaHolding an MBA in Finance & Marketing from ICFAI Business School, Neha has close to decade of experience in the sales & marketing domain, and specializes in Search Engine Optimization, Customer Relationship Management, Market Research, and Management areas.A NOTE FOR A MODERN MARKETER: CONTENT IGNITES ENGAGING CONVERSATIONS WITH MILLENNIALSNeha Kulwal CEOE
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