How to strengthen influencer marketing strategies in 2023

Mimrah Mahmood

Meltwater’s Mimrah Mahmood shares how brands can achieve a better return on marketing investment amid the challenging macroeconomic environment.

It’s that time of the year when marketers are thinking about budgets. How big should they be? How much should they allocate to performance marketing versus long-term brand building? What’s the equitable split between online and offline channels, and which ones should they prioritise? As things stand, many of them are tasked to do more with less.

In a challenging macroeconomic environment where brands are grappling with new, unforeseen challenges due to the economic and political climate, and continued supply chain disruption, every penny counts. For the booming creator economy, this means a greater emphasis on campaign performance and return...

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