To create industry standards and develop the influencer marketing market, the Association for the Development of Interactive Advertising (ARIR), the Association of Communication Agencies of Russia (ACAR), and the Russian Association of Marketing Services (RAMU) They have formed a special working group. The organizations even plan to introduce a separate OKVED for bloggers and create a competence center.
The main tasks of the new joint working group of RACAR, ARIR and RAMU will be the formulation of “blogger trustworthiness benchmarks”, the joint promotion and development of the influencer marketing market, “consolidated dialogue” with the authorities Sostav writes.
“One of the tasks of the new division is to form a clear position of the industry with respect to the development vector of the segment,” says RACA.
Representatives of the associations believe that their credibility will make it possible to assess the quality of personnel in the industry, and relationships with the authorities that have been formed over the years will introduce OKVED for influential people.
The Working Group also plans to draft an Advertising Self-regulation Code. In a nutshell, prescribe industry standards for creating content and providing services on social media for bloggers.
All of this is necessary to “answer many of the questions that brands and agencies have in the campaign development process.” It will be easier for business clients to work if professional standards and business ethics in this area become more transparent.
To develop the influencer marketing market, it is also planned to create a competence center for bloggers, where they can receive various inquiries to develop their business.
“A single working group will facilitate the process of interaction between agencies, advertisers, marketers, platforms and influencers, and will also eliminate the barriers in communication between them,” RACA commented.
Author:
Ekaterina Alipova
Source: RB
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