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Influencer marketing: What’s the real deal?

A recent Australian cross-industry survey found an average of 38 per cent of total marketing budgets will be allocated to influencer programs this year, with premium fashion retailers dedicating more than half of their budgets to influencer marketing. This is in light of research also showing that nearly a third of online shoppers engage with influencers multiple times a day and 85 per cent have been inspired to purchase based on an influencer endorsement. The appetite is clearly there, not leas