AI, influencers and the changing dynamics of consumer engagement

Marketing needs to evolve. The marketing environment is undergoing the most evolution ever. In this new era, customers crave authenticity. They want messages that resonate with real, personal connections. The key to mastering today’s marketing environment lies in cultivating strong communities where the boundaries between consumers and advocates seamlessly intertwine.

Growing up in Hyderabad, I was always fascinated by the fervent admiration people had for Tollywood film stars, which was largely fueled by their fan clubs. These fan clubs wielded grassroots power far beyond traditional advertising. That early glimpse of the strength of community support stayed with me. Today, this scenario is even more vivid. Take a leader like Prime Minister Modi, his message is not only spread through his own social media and mainstream news. They are widely amplified by his community online, his network of influencers and supporters, and shared on various social media platforms, WhatsApp, and his Telegram. This shows that traditional marketing channels are no longer the sole conductors of the public narrative. This observation about the power of community is at the heart of galleri5’s work.

Marketing 3.0: The rise of community-driven influence

In the late 2000s, marketing entered a new phase: Marketing 2.0. Marketing 2.0 was all about increasing your online visibility through your website, social media, and your entire digital footprint. We are now entering the world of Marketing 3.0. It’s no longer just about having a digital presence. It’s about the collective strength of a digitally connected community. This includes everyone from your current customers to potential customers, from your biggest supporters to your social media followers. These people are more than just an audience. These are the most important channels for communication.

This new era demands new ways of doing things. It’s about engaging with digital influencers, advocates, and customers in ways that go beyond the old rules of managed, top-down messaging. In Marketing 3.0, the focus shifts from simply controlling the narrative to collaborating with this digital community. Sending a message is not enough. You need to seriously engage with people who can further make your voice heard, such as digital influencers and regular consumers. And it’s not about telling them what to say. It’s about working together to build something bigger.

Evolving consumer media preferences

The world is different today. People don’t just watch regular TV shows, newspapers, and radio. They are paying more attention to influencers, user-generated content, and what their friends and family are sharing on social media. That’s a big change. It’s no longer just a matter of celebrities and verified sources. We are more attracted to people we respect, trust, and even people we happen to meet online. This change is evident among young people and smaller cities, where smartphones and social media are the main gateways to what’s going on in the world. This means it’s time for brands to put their communities first in the digital world.

Individual awakening in the creator economy

In my more than seven years leading gallery5 and collaborating with over 15,000 creators and 50 brands, I’ve seen the limits of traditional influencer marketing. Too often, brands treat these partnerships as mere transactions, chasing big names and over-managing the narrative.

However, our experience tells a different story. By involving a wider range of creators and really getting them involved in the process, we’ve seen better sales and more people getting involved. This approach highlights important lessons. Real impact lies in fostering a vibrant, authentic online community, not a perfectly planned promotion. Traditional marketing approaches that treat the digital space as a mere extension of traditional advertising are insufficient to attract today’s interactive digital audiences. The key is not to exert control, but to embrace collaboration, forge new partnerships, and truly connect with your audience.

The future of marketing: intelligent and connected

Looking to the future, technology, especially AI and data, will completely change the way we do marketing. It’s not just an addition. It’s a fundamental change in the way we approach marketing. We can now go online and find the right people who can actually deliver our message. Predict which messages will resonate and manage engaging, shareable content. AI allows brands to not only co-create content with digital communities, but also use real-time insights to build and grow their communities.

In the future, interactions between brands and their digital communities will move from being directive to being collaborative. It’s important to be proactive and understand the dynamics of your digital audience. Effective social listening is key, allowing you to understand and connect with everyone involved with your brand, including your supporters, followers, and supporters. It’s about creating channels that foster two-way communication, incorporating the community’s voice into the brand’s story, and considering it an integral part of the brand’s identity.

Next is the power of collaboration. You’ll need tools that allow you to collaborate with everyone in the digital space, not just those who can make big budgets. This includes rewarding people for spreading your message and creating memorable yet budget-friendly content together. With AI, you can do all of this without incurring expensive production costs.

Imagine also creating an AI influencer. They may take your message further and reach people in new and exciting ways. This isn’t just the future. That’s where we need to go now. This shift to effective digital communities will be central to future marketing strategies. Marketing is about creating real, personalized connections that align with modern consumer behavior. As the founder of galleri5, I see this as not just a trend, but a new reality in marketing.

Brand call to action

Brands need to embrace this shift to community-centric marketing. This includes going beyond traditional strategies, integrating AI and data analytics, and building authentic relationships with digital communities. This effort goes beyond just adopting new tools. It’s about embracing authenticity and engagement. Reflecting on my experience in Hyderabad, the essence of influence is clear. It’s about being rooted in community and authenticity.

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