How Influencers Are Reshaping Modern Marketing: A Shift Towards Authenticity and Engagement

Abstract

The digital marketing industry has recently been transformed by social media mostly because the new dimensions of social media as well as its growing pivotal role provide an additional layer of the marketing landscape. The visual ad methods might still be working but in the days of digital information that is rich and has the somewhat long span of the consumer. The factor trust is also promised in the final consumer. The arrival of the influencer who have now become a challenging new industry element which threatens the traditional (brand-targeted market) pattern of interaction the two parties. In the field of conventional marketing there is a classical approach that involves one-way communication channel, this type of communication reaches consumers with broadcast messages media which includes television ads, print ads and other one-way channels like newspapers and magazines. By contrast with modern strategies the consumers trend and attitudes changes and they no longer become compliant with the old marketing methods and instead are looking forward to familiarity, transparency, and real bonds. Consumers’ tendency to change have created a fertile ground for influencer marketing practices which help different people to socialize through and with the ones that will maintain the fire of their passion and enthusiasm in them