influencer marketing
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Beyond the follower count: When influence meets due diligence
The influencer economy is growing up—fast. For brand marketers, it's no longer about viral reach but strategic fit, risk control, and real consumer resonance, says C Com Digital founder.
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Why B2B influencers are an essential spend for marketers
With B2B influencers on the rise, experts in the region advise marketers to prioritise trust and credibility over visibility and metrics. Meanwhile, an emerging business to human (B2H) trend is overtaking B2B storytelling.
AI, PR, and the battle for relevance: Archetype’s big bet
With the PR vertical facing budget cuts and a talent crunch, Archetype CEO Helena Maus outlines how AI-driven tools like Delve could reshape media measurement and agency strategy.
From hashtags to headaches: Brands rethink influencer ties
Although influencer marketing is under scrutiny due to recent controversies, brands must take a balanced approach before ending their collaborations, says Bloomingdale PR CEO.
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Masoom Minawala steps down from Schbang MMaximise
Schbang MMaximise to be merged into Schbang Fluence, Schbang's influencer management division.
65% IPL enthusiasts recall campaigns backed by influencers: Study
59% IPL fans engage with influencers, and 14% buy products based on recommendations from those with long-term brand partnerships, finds iCubesWire IPL survey.
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