The Future of Influencer Marketing: Trends, Challenges and Opportunities in India

Author(s): Ritu Bhati

Abstract:

Influencer marketing has become a crucial component of digital marketing, revolutionizing how brands interact with consumers. This study explores the future landscape of influencer marketing by examining emerging trends, key challenges, and potential opportunities in India. It has become a staple advertising strategy in recent years, and its popularity is only expected to grow in the future. In fact, with the ongoing growth and evolution of the creator economy, influencer marketing will play an increasingly significant role in shaping the connections between brands and their customer base. This research highlights the increasing role of artificial intelligence in influencer selection, the shift towards micro and Nano influencers, and the growing demand for authenticity and transparency. However, challenges such as Regulatory Compliance, Market Saturation and Authenticity, Measuring ROI pose significant obstacles. Despite these challenges, opportunities exist for Brands and Influencers to leverage data- driven strategies, immersive technologies like augmented reality, Collaborative Campaigns, Content Innovation, Cause-Driven Campaigns and Long-Term Partnerships to enhance consumer engagement. The findings suggest that brands and marketers must continuously adapt to technological advancements and shifting consumer preferences to remain competitive. This study contributes to a deeper understanding of influencer marketing’s evolving dynamics and provides insights for future strategic developments in India.

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Pages: 89-94     |    1 View     |    0 Download