Brands
Instagram most preferred platform for influencer marketing: Report
MUMBAI: Around 70 per cent of brands, which participated in a survey done by Buzzoka – influencer marketing company, have bet on Instagram, a Facebook-owned photo-sharing app, as the best platform for influencer marketing in 2019, followed by LinkedIn & Tik Tok at 8 per cent each.
In its third edition of Influencer Marketing Outlook, Buzzoka surveyed over 500 brand custodians and content creators in December. The brand custodians included agency and brand folks across the Indian eco-system.
While 50 per cent of surveyed brands see influencer marketing as an important tool, at least 52 per cent of them believes that it gives better reach and engagement with audiences.
According to the report, the majority of brands look for the quality of content, influencer produces before finalising; with a maximum spend of $50,000 for each campaign in a year of a brand.
Over 30 per cent of surveyed brands believe influencer marketing has been the fastest growing online customer acquisition method.
Meanwhile, around 60 per cent of the brands believe that Instagrammers are the most effective in the influencer marketing system compare to other social media platforms.
Over 45 per cent of brands are of opinion that around 5-7 per cent of the overall budget is spent on influencer marketing in 2018. However, over 70 per cent of the brands are ready to increase the percentage spends in the influencer marketing budget in 2019.
Out of the surveyed brands, 50 per cent of them are okay with influencers disclosing the content they are putting is sponsored, whereas 50 per cent are not comfortable with revealing it.
Over 75 per cent of brands see ‘determining the ROI (return on investment) of my influencer marketing programs’ as one of the major challenges for influencer marketing in 2019.
Brands
Sharon Pais appointed head of Myntra as Nandita Sinha exits Flipkart group
India’s largest fashion e-commerce platform has a new boss, and a reshuffle rippling across the group
BENGALURU: Myntra has a new leader. Sharon Pais, formerly chief business officer at Myntra and head of Flipkart Fashion, has been appointed head of Myntra effective April 13, succeeding Nandita Sinha, who is leaving the Flipkart group after nearly 13 years.
The change was confirmed in an internal memo from Kalyan Krishnamurthy, group chief executive of Flipkart. “Sharon Pais will lead Myntra and report to me, effective immediately. She has worked closely with the team over the years and understands the business well,” Krishnamurthy wrote. Sinha, who has led Myntra as chief executive since 2022, will stay on in an advisory capacity for the next few months to ensure continuity on key initiatives before her departure.
The reshuffle does not stop at Myntra. With Pais moving up, her former role heading Flipkart Fashion passes to Kapil Thirani, who until now ran the marketplace business. “Kapil Thirani will now lead Flipkart Fashion, reporting to Sakait Chaudhary. This is to ensure all our softline businesses are aligned together. We will initiate the process to identify a successor for the marketplace business,” Krishnamurthy’s note said. Thirani has been with Flipkart for over eight years.
The stakes are considerable. Bengaluru-based Myntra is India’s largest fashion e-commerce platform and one of the most profitable units within the Flipkart ecosystem, which is owned by Walmart. In FY25, Myntra posted revenue from operations of Rs 6,042.7 crore and a profit after tax of Rs 548.3 crore, comfortably ahead of rivals including Amazon Fashion, Reliance’s AJIO, Nykaa Fashion, and Meesho.
Pais inherits a business that is performing well. The question now is whether she can keep it that way in an increasingly crowded and combative market. Her record suggests she knows the terrain. The pressure to prove it starts immediately.
