Marketers on making influencers their ‘main brand building channel’
Keen not to “disappear into the mush”, businesses across the marketing spectrum are making influencers a central part of their brand building mix.
Influencers are known for driving short-term social engagement, but how effective are they as a long-term brand building channel?
Asahi director of brand communications, Caroline Drewes, explains influencer marketing is one of the drinks giant’s “main brand building channels” and is attracting greater investment as the media landscape fragments.
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