The BusinessDay CEO Magazine_September 2017 Issue
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<strong>The</strong> <strong>BusinessDay</strong> <strong>CEO</strong>, Sept <strong>2017</strong> | 32<br />
From the rise of bloggers and social media stars, to today's<br />
disruptors and cultural voices--how has the relationship between<br />
influencer and brand evolved?<br />
We are in a world where everything is possible. Ideas are a dime a<br />
dozen and originality is increasingly hard to come by. Technology<br />
has redefined the way we live; interact with each other and with<br />
products and services. At the heart of that change lies the<br />
relationship between the influencer and the brand, which has<br />
become increasingly important to drive awareness and sales. I<br />
think as product lines become more fragmented coupled with<br />
globalization, organizations are beginning to find new ways of<br />
pushing their message to their intended target audience. <strong>The</strong><br />
emergence of native ads is a testament to this. I believe this<br />
evolution will continue for sometime. Community marketing and<br />
personalization are now strong aspects of the marketing mix and<br />
the only way to survive is to embrace this trend.
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