Influencer marketing has grown hugely in India over the past year and brands now need to understand how they can make it an even more effective tool, say two strategists from Mirum India.

Why it matters

The pandemic has shifted brands’ focus from transaction-based marketing to relationship-based marketing. This is where influencer campaigns play a significant role, with increasing emphasis on customer loyalty and retention, thus raising dependence on them from a cost and implementation point of view.

Takeaways

• As push advertising gets tougher, influencer marketing is important to drive relevance and add a human touch to brands....