#MEETTHETEAM: Melwinder Gill

Why did you choose Audience2Media as your next professional step?

The opportunity to work with a platform which has global access in the influencer marketing space, coupled with a data driven approach to pre campaign planning up till post campaign analysis was too good an opportunity to turn down.

What is your big objective in Audience2Media?

My goal in Audience2Media is to build the business across the Asian market, and in doing so, educate marketers on what should be the gold standard in influencer marketing.

Name 3 fundamental aspects of a successful Influencer Marketing campaign

Did the campaign reach the intended target audience?
What was the reach/engagement generated from the campaign?
Last, but not least, creativity plays a massive role in the success of an influencer campaign.

Why do you think influencer marketing is so popular, particularly in Malaysia?

I think influencer marketing is popular amongst brands and marketers due to the mere fact that consumers are ever more present and engaging on social platforms. However, with the saturation of ads in the newsfeed, brands have looked at innovative ways of introducing users into their marketing funnel – and influencer marketing allows brands to communicate aspects of their product/service in more engaging ways – i.e. consumption, sampling or reviews.

What in your view are the main challenges for agencies and advertisers working within the influencer marketing space right now?

Firstly, most decisions regarding influencer marketing are made based on the influencer itself, and not the followers of the influencer.
Secondly, transparency is also a key issue in a channel which has so far been a neglected child in the marketing funnel family.
Lastly, the process has traditionally been quite laborious and manual, which typically results in delays to campaign launch and additional stress on the working teams.

What do you love most about Kuala Lumpur?

Kuala Lumpur is a magnificent city – the weather, people, culture, food, and overall the diversity in the city means its never a boring place to be.