IPads are for toddlers. A 10-month-old can scroll and choose his or her favourite cartoon. That maybe insane but true. A generation that is born on these gadgets has changed the way products and services are marketed and sold. Traditional advertising was monopolized by big budgets spent on print and electronic media by the few who could afford. It was one way with the objective to reach a mass audience and in that also get through to their target market.

The top actors, sportsmen and women and celebrities used to adorn the billboards to influence people to buy. This was the hit and hit method that was based on the premise of extensive promotion. The social media has changed it all. The person in the crowd waiting for a message is now a profile that is seen, followed and flooded with the right products and services by the influencer he or she likes. The time to reach everyone, every mind and every pocket is possible due to the influencer marketing techniques.

Data analytics possible on Facebook has made the possibility of getting into the target audience’s consideration set. Once you enter the mind of a target person, the ability to push it to the preference level becomes a strategy of matching the brand with the type of influencer the target person is influenced by. That is determined amongst other researches by the following of the person of certain celebrities or type of personalities. According to State of Influencer Marketing 2023 Benchmark Report, influencer marketing has grown into a $21.1 billion industry.........

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