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Brands Prefer Influencers over Celebrities

CASE FLYER, DIGITAL MARKETING
ET Cases, 5 Pages

Case Preview

Brands Prefer Influencers over Celebrities

 

Expected Learning Outcomes

• Understanding the concept of ‘influencers’ and ‘influencer marketing’, in a digital marketing context
• For which kind of product categories, ‘influencers’ would add value or would complement the firms marketing strategy and why brands approach influencers?
• Whether influencers can replace the celebrities and the precautions that companies should take before enlisting any influencer

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I. Influencers, Influencer Marketing and Affiliate Marketing

1. Who are influencers? Name a few influencers in your life thus far.
2. Whom would you accept as an influencer at a personal level and professional level?
3. Can the influence be both positive and negative? Share a few instances of positive and negative influences.
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Teaching Note Preview

Brands Prefer Influencers over Celebrities

 

Synopsis

Welcome to the world of influencers and influencer marketing. While for many – for the likes of Shereen Sikka Bharwani, Kayaan Contractor, Trishala Sikka, Masoom Minawala, Miss Malini (Malini Agarwal), etc. – influencing has become a career, it has become a welcome and cost-effective avenue for companies to reach out to their target customers. Several companies from several categories have been engaging influencers to connect and engage with their customers. The jury is still out there with
no concrete evidence to prove either way. This case flyer introduces the participants to the evolving power of influencers, especially in digital marketing space, and getting replaced in place of celebrity brand endorsers. The case discusses about the types of influencers, process of selecting influencers, the pros and cons of using influencers, etc.

Prerequisite Conceptual Understanding/Before the Classroom Discussion

To have an engaging classroom discussion of this case flyer the students/participants should have a conceptual understanding of Social Media and Social Media Marketing. They should also have an idea about the role of celebrities and influencers in promoting a company’s products. They can read the chapter/material related to ‘Online Advertising, Social Media Marketing, and Planning Integrated Digital Marketing Campaigns’, ‘Affiliate Marketing’, ‘Celebrity Brand Endorsements’ and ‘Influencer Marketing’ from the curriculum taught in the Digital Marketing program.

Case Positioning and Setting

This case flyer can be used in the MBA/Post-graduate program for Digital Marketing Course:

• Digital Marketing Course/Module: To understand the role of influencers for marketing a company’s products either to complement or replace celebrities and analyze the pros and cons of the same

Preamble to the Case Flyer Analysis and Suggested Orchestration

This case flyer discusses about influencer marketing and influencers. It also tries to bring out the differences between influencer marketing and affiliate marketing and enumerates the pros and cons of using influencers in place of celebrity brand endorsers. Finally, it analyzes the reasons for the rise of influencers in Indian and the future trends of influencer marketing in India. The case flyer analysis was carried out as presented in Exhibit (TN)-I...........

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Abstract

This case flyer, based on the Economic Times article (Anumeha Chaturvedi, "In a Social World, Brands Prefer 'Influencers' Over Celebrities", The Economic Times, March 15th 2017, Page 5), is an attempt to introduce the participants to the evolving power of influencers especially in digital marketing space. Welcome to the world of influencers and influencer marketing. While for many – for the likes of Shereen Sikka Bharwani, Kayaan Contractor, Trishala Sikka, Masoom Minawala, Malini Agarwal (Miss Malini), etc. – influencing has become a career, it has become a welcome and cost-effective avenue for companies to reach out to their target customers. Several companies from several categories have been engaging influencers to connect and engage with their customers. The jury is still out there with no concrete evidence to prove either way. Can influencers replace celebrities? How should companies go about selecting influencers? What are the pros and cons of letting a brand’s credibility ride on an influencer?



Pedagogical Objectives

  • To understand the concept of 'influencers' and 'influencer marketing', in a digital marketing context
  • To analyze for which kind of product categories, 'influencers' would add value or would complement the firms marketing strategy and why brands approach influencers
  • To discuss and debate on whether influencers can replace celebrities and the precautions that companies should take before enlisting any influencer

Case Positioning and Setting

This case flyer can be used in the MBA/Post-graduate program for Digital Marketing Course:

  • Digital Marketing Course/Module: To understand the role of influencers for marketing a company’s products either to complement or replace celebrities and analyze the pros and cons of the same



This Case Pack Includes:
- Abstract
- Case Flyer
- Teaching Note (**ONLY for Academicians)
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