Tellscore touts in­flu­encers

Bangkok Post - - NATIONAL - NANAT SUCHIVA

As the trend of in­flu­encers picks up steam as a mar­ket­ing strat­egy, Tellscore Co, an au­to­mated one-stop plat­form startup, plans to ser­vice brands and mar­keters keen on this trend.

Su­vita Cha­ran­wong, chief ex­ec­u­tive and co-founder, said a lot of well-known brands are spend­ing on the in­flu­encer mar­ket­ing strat­egy, which is faster than other chan­nels.

She said in­flu­encers al­low brands to specif­i­cally and ef­fec­tively com­mu­ni­cate to con­sumers through in­flu­encers’ so­cial net­work chan­nels.

In­flu­encers are not celebri­ties but have many fol­low­ers on their so­cial net­works. They are spe­cial­ists in niches such as cos­met­ics, skin­care, sports, cars or mo­tor­cy­cles.

Ms Su­vita said Tellscore is op­ti­mistic on the growth po­ten­tial prospects of the micro-in­flu­encer man­age­ment mar­ket.

“Tellscore’s goal for 2018 is to se­cure a lead­ing po­si­tion in Thai mar­ket by de­vel­op­ing even eas­ier-to-use plat­forms re­spond­ing to the var­ied needs of dif­fer­ing clients,” she said.

Pa­woot Pongvi­taya­panu, a new share­holder in Tellscore, re­it­er­ated the in­flu­encer strat­egy is an im­por­tant mar­ket­ing trend for 2018.

“The use of in­flu­encers in mar­ket­ing cam­paigns is still an up­cy­cle trend be­cause con­sumers do not trust celebri­ties, know­ing they are paid ad­ver­tis­ers,” he said.

Mr Pa­woot said in­flu­encers can help in­crease brand en­gage­ment and traf­fic be­cause they are more ac­ces­si­ble.

At the be­gin­ning of this year, a Tellscore report from 200 mar­keters found that 39% of them are plan­ning to in­crease their bud­gets to use in­flu­encers in 2018 and 92% of them said the use of in­flu­encers will re­sult in more ef­fec­tive mar­ket­ing cam­paigns.

Tellscore fore­casts up to 52% of mar­keters will choose to use in­flu­encers, along with celebri­ties and blog­gers for their mar­ket­ing cam­paigns in 2018.

Tellscore has been deal­ing with three types of in­flu­encers — micro-in­flu­encers with over 1,000 fol­low­ers, up­comer in­flu­encers with over 10,000 fol­low­ers and macro-in­flu­encers with over 100,000 fol­low­ers.

Ms Su­vita said the com­pany’s strength over com­peti­tors is in mar­ket­ing au­to­ma­tion, al­low­ing brands to man­age a large num­ber of in­flu­encers at a time.

Tellscore also plans to ex­pand to for­eign mar­kets in 2019 to pro­vide the in­flu­encer man­age­ment ser­vice with cut­ting-edge tech­nol­ogy.

She said the com­pany has been very suc­cess­ful as the util­ity of in­flu­encers is be­com­ing bet­ter un­der­stood.

Tellscore went fully op­er­a­tional in 2017, gen­er­at­ing 40 million baht in sales dur­ing the first half of 2018.

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