By Aaron Brooks

Despite what many marketers and PR agencies in Asia still believe, influencer marketing is not a popularity contest.

The use of influencer campaigns continues to rise in Singapore and Hong Kong, but there is still a decent amount of misunderstanding – and misuse – of how to best utilise the power of these influencers. The assumption that an influencer with hundreds of thousands, or even millions, of ‘likes’ and a global following is going to be more beneficial to getting your message out is not only false, but it fails to take into consideration the needs and desires of the local Read full story ›

Source: The Drum