By A Correspondent
GroupM announced the Asia Pacific rollout of its influencer marketing solution, INCA. INCA will connect brands to publishers and influencers to create and promote content in social channels and beyond to drive brand engagement across digital platforms.
“It’s no longer enough to look at an influencer’s follower count, likes, or comments – these metrics are too easily faked,” said Mark Patterson, CEO GroupM Asia Pacific. “To guarantee effective marketing, advertisers must carefully interrogate available data on their partner influencers and their campaign performance. INCA enables us to do exactly that: we can connect brands with relevant, authentic influencers and publishers that have the power to help a brand achieve its objectives.”
Added Dafydd Woodward, Global Lead, INCA: “Considering the rapid evolution of social media platforms and the rise of the content and influencer-driven ecosystem, particularly in Asia Pacific, we are proud to bring a powerful solution to our clients in the market. Advertisers can now have peace of mind in knowing that they are working with the most trustworthy and relevant influencers and publishers, at a scale that can deliver the outcomes they need. With our transparent, data-validated process, we will help to shape the influencer marketing ecosystem for the better.” We don’t know specifics about INCA’s presence in India, but we are sure it will make an entry here, it hasn’t already.