In the second story of the series on finding solutions to challenges related to the measurement of content marketing effectiveness, marketers discuss how agencies, creators and publishers can work in tandem to reduce discrepancies in measurement metrics. They discuss if forming an institutional body help resolve this issue

In an interaction with Republic TV presents Engage, Anupam Bokey, CMO at the company, talks about the brand's content marketing initiatives and things it considers while doing branded content collaborations. He also sheds some light on means to improve one's branded content strategy

Day 2 of Cannes Lions 2023, saw the CMOs of Walmart, e.l.f. Beauty and Unilever talk about how are they leveraging the creator economy, going about measurement and building creator platforms to make the most out of influencer marketing

While some say brands can have their own set of metrics to keep the brand ethos in check, if not universally agreed-upon metric, others say one does not need to have a hawk-eye on the measurement

While it is an interesting dialogue exchange platform, brands and experts say it lacks in offering well-rounded measurement metrics to necessarily quantify the success of a session and restricts users from revisiting the content. They discuss useful tips and advice for brands to gauge the ROI by bringing in higher engagement levels

In an interaction with BuzzInContent.com, Karthik Nagarajan, Chief Content Officer, Wavemaker India says measurement in the advocacy space is an evolving sphere. He explains how the trust of brands on influencer-led marketing as a viable, scalable channel of communication has increased amid the pandemic

In one of the sessions ‘Advocacy- Zero moment of truth' at the content event, Nagarajan, the Chief Content Officer at Wavemaker, chats with Kazi, APAC lead, INCA and Chitgopekar, Founding Partner and Co-CEO, Kwan Entertainment, around topics like measurement, intuition versus data in influencer marketing

The Chief Revenue Officer of MissMalini Entertainment talks about their content offering, measurement. He also says marketers should first focus on brand building and then expect sales leads

Speaking on Content Marketing Measurement, the Chief Marketing Officer of United Breweries lists three important things that should be kept in mind while approaching content strategies – innovation with scale, relatability and moment marketing

Anushka Shah, Founder of Civic Studios, will also join the Board of Directors at Pocket Aces

On the sidelines of the Goafest 2023, BuzzInContent.com caught up with Singh, Country Manager (India and MENA region), AnyMind Group, to delve deeper into the prevalent and emerging trends in the influencer marketing space, the rationale behind long-term and short-term brand-influencer deals, and more

With the rolling out of a series of new features for Reels, the creators will now have a dedicated destination for finding trending audio and hashtags, unified editing screen and two new metrics for insights- Total and Average watch times

Goat will join GroupM, WPP's media investment group, and merge with its influencer marketing solution INCA

The agency also said that it has hired 40 influencer marketing and platform specialists

Community-led influencer marketing, collaborations, i-commerce, health and wellness influencers, AI influencers and subscription-based creator economy, are some of the trends that will dominate influencer marketing globally in 2023

Currently valued at about Rs 1,275 crore, the influencer marketing industry will become worth Rs 1,638 crore in 2023, Rs 2,048 crore in 2024 and Rs 2,456 crore in 2025 before reaching Rs 2,800 crore in 2026

BuzzInContent.com caught up with Krishnan, Publicis Groupe's newly appointed Managing Director and Head, Publicis Content, to talk about his views on the branded content space shaping up in India, including the Metaverse, and the challenges associated with influencer marketing

As a part of the scaling up, new tech features and services will now be made available to meet both creators' and brands' needs