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Letters to the Editor

Rise of influencer marketing

May 15, 2024 00:00:00

In the era of social media, entering the market has become easier, yet sustaining a presence poses challenges due to a host of reasons. For embarking on a journey in the business world, influencers play a vital role. Recently, influencer marketing has emerged as a powerful force in advertising, revolutionising the way businesses connect with customers.

Due to their immense popularity, influencers have the ability to shape customer mindsets. Leveraging influencers' audiences can provide a competitive advantage for businesses. For example, if you are starting a lifestyle business, targeting influencers knowledgeable in fashion, style, and trends can be advantageous. Strategic product placement or ambush marketing of your brand can effortlessly reach your target audience, with their endorsement creating a positive perception of your brand or product.

However, it's essential to acknowledge that if you're a risk-taker, there's the possibility of backlash against your business. This is because you have zero control over this digital marketing system, which can rapidly escalate both positivity and negativity.

Every aspect has its pros and cons. In the business world, it's crucial to carefully offer the right product or service to the right customers at the right time.

Raima Mahfuz Roja


Department of Marketing

North South University

[email protected]

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