In an exclusive interaction with MediaBrief, Harsh S Kedia, Chief Executive Officer of Auburn Digital Solutions, speaks about the impact of the pandemic on influencer marketing and how it has changed the content consumption patterns of audiences.
Kedia discusses the government’s endorsement guidelines for celebrities and influencers and its impact on brand campaigns, as well as the general response of influencers towards these guidelines. He also shares his views on topical campaigns and how marketers can ace them.
Harsh S Kedia is the Chief Executive Officer (CEO) of Auburn Digital Solutions, where he oversees the company’s business strategy. He works closely with the Managing Director (MD), Chief Financial Officer (CFO), Chief Revenue Officer (CRO), and other core members of the team to strategize crucial growth parameters for Auburn.
With a diverse work experience in marketing and sales, including roles at media firms like Zenith Optimedia, People Group, and Zee, Harsh has developed a distinctive competence in devising digital media sales strategies to enhance the revenue and operational effectiveness of organizations.
Read on.
Give us an overview of Auburn Digital Solutions and its journey so far. What was the insight behind the launch of Auburn Digital Solutions?
We became aware of the enormous marketing space imbalance a few years ago. Particularly, in digital marketing. All marketing firms sought out reputable, international customers. But, few people were looking to work for nearby clients.
Even though these companies were working with regional brands and clients, most of the work was being done by interns who were still learning. We determined that there is enormous potential for regional brands and businesses. We also saw the absence of independent digital marketing firms. We set out to achieve the potential we saw.
Tell us about Auburn Digital Solutions’ suite of offerings. How do you create value for brands/customers?
Currently, Auburn employs more than 200 people. We are an ROI-focused digital marketing agency. We provide all facets of digital marketing to our clients, including social media, digital advertising, SEO, and more.
Auburn has thorough conversations with the clients to understand what is required, and then using all the services we provide, we create a package specifically for the client that is most appropriate. Via the packages, Auburn aids in the creation of websites, apps, and anything else required to boost a company’s digital footprint using both free and paid methods.
Influencer marketing, managing their social media, and other organic tactics are included. We provide them with digital ad space, SEO, and other sorts of promotion via the paid way. It is a programming agency that seeks to develop unique solutions for digital expansion.
How did the pandemic impact influencer marketing and how has it changed the content consumption pattern of audiences?
Influencer content consumption was fuelled by the pandemic. There was an unexpected increase in video content as individuals were cooped up in their homes. Web series, OTT, reels, and YouTube all experienced a sudden increase in general audience video consumption.
Many were influenced by this to produce their own video material. As many of these pieces of content were either amusing or genuinely inventive, several of them went viral. Influencers and the consumption of video material both increased as a result.
What are your views on Topical campaigns? How do you view the content race for ‘topical days’ campaigns by marketers?
Topical days do help in content creation and marketing. But while producing content, a healthy balance should be struck. If a brand’s material frequently refers to topical days, it is diluting its identity by emphasizing those days more than what the brand stands for.
Instead, the brand’s identity takes on the role of a content generator for the topical days. Many brands produce timely material, but they also promote their goods and services, which contributes to a balanced approach to the brand’s content marketing.
How can marketers ace topical campaigns? Any dos and don’ts you would like to share? Any case studies?
It’s quite simple to ace topical content. What marketers must realize is that they must also be brand conscious. The topical day should be covered in the material, but the brand’s integrity should not be jeopardized. The material produced needs to be more focused on the brand and should be carefully thought out and planned.
What are your views on the government’s endorsement guidelines for celebrities and influencers? What are its impacts on brand campaigns?
I consider it to be a wise decision by the government. There are many people that produce and publish whatever they feel is right because there are no rules. These rules provide strong control over the type of content produced, its language, and what is in the consumers’ best interests.
Several firms pay influencers to promote their products and influencers reach out to their audience without declaring that it is sponsored. The consumers mistake this for an honest review or something that the influencer really believes in. The rules have made it easier to stop brands from deliberately misleading customers.
As a firm that closely works with influencers, what is the general response of influences on the guidelines?
Always, there are two possible responses. While some people appreciate the changes, others don’t. In the end, laws are always made to advance society. While some people found the guidelines beneficial, others thought they were an intrusion.
Will the roll-out of these guidelines change how people consume branded content?
People consume content, not branded information. Content includes branding and advertising. It won’t, in my opinion, alter how people consume branded content.
How do you see the landscape of influencer marketing changing in the coming years?
Influencer marketing will likely continue to expand before it declines afterward, in my opinion. Previously, the content was widely distributed once it was created. Publications for the campaigns are now chosen with care. The same applies to influencers.
Millions of people are attempting to build their influence. Just a relatively small percentage of people will ultimately succeed. The other influencers who are attempting to rise will fall because of it.
What are your plans going forward? Auburn Digital Solutions’ top priorities and roadmap for 2023?
The main goal of Auburn is to exceed customer expectations. We concentrate on the client’s goal and user engagement. We provide a full range of services, including media, influencer marketing, web and app design, SEO, omnichannel market funneling, and more. Auburn wants to surpass its current accomplishments in 2023.