How effective is influencer marketing?

Clement: Influencers need to rethink the authentic value that they can bring to the marketing initiatives they are involved in.

PETALING JAYA: With two-thirds of the population on the Internet and social media gaining stronger ground in the country, influencer marketing is one of the avenues employed by marketers to deepen their brand presence and to boost bottom lines.

Over the past few years, this marketing channel has been used to mobilise brands and to a certain extent, has helped companies in cost savings.