Mega, micro, nano: What brands need to know about influencer marketing

Brands need influencer marketing but taking this route can involve high costs with pitfalls.

This article is part of a Spotlight series on how marketers can optimise influencer marketing strategies in India. Read more

A thousand years from now, an archaeologist will be going through fossilised records of our social media timelines and while much of it makes sense, she scratches her head when she sees folks who have listed their occupation as “influencer”. But what did they actually do?

The emergence of the professional full-time influencer is up there with “crystal chakra healer” or “baby name consultant” as questionable contributors to our GDP.

As with many things in...

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