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Q: Do you see influencer marketing just a passing fad or a gamechanger for the Indian advertising industry?
A: In recent years, Influencer Marketing (IM) has become a significant part of marketing strategies of many brands. While it’s early to predict its future with conviction, it seems likely that influencer marketing will continue to be a dominant culture for marketers. With the rise of social media and the increasing influence of online personalities, it’s quite possible that influencer marketing will be an effective way for brands to reach their addressable market. However, like any element of marketing strategy, its credibility and effectiveness (third party metrics are yet to evolve) may take some time to evolve as consumer behaviour and their contexts of various cohorts change over time.