Marketing is one of the most important elements of each and every businesses, and it is defined as the study and management of exchange relationships which includes the activity, processes and set of institutions for delivering, exchanging, communicating and creating offerings that can create value for partners, clients, the society and the customers. Each and every businesses should be knowledgeable and proficient when it comes to producing and practicing their own marketing strategies, and the common techniques includes choosing or selecting their target markets by using market segmentation, understanding methods of influence on the behavior of the consumer, and market analysis. Social, technological, competitive, economic, political environment and regulatory, are just some of the common factors that tends to affect and influence the characteristics of marketing strategies of the business companies.
A form or type of marketing that are being used by the business company is more focused on the specific key individuals or kinds of individuals, rather than focusing on the target market as a whole, is called as influencer marketing or influence marketing. The basic functions of the influencer marketing is to identify individuals that have the influence over the possible or probable buyers and aims to orient the different activities of marketing to the individuals or things that acts as influencers. The business companies and marketers are making use of the influencer marketing in order to produce and establish their integrity and credibility in the business world, to create social conversations to their customers and clients about their products and brands and to drive online or in-store sales of their products. The value of the influencer marketing can be taken from three sources, such as the consumer trust, in which they maintain a strong relationship to their audience or possible clients; the original content, in which the influencers are producing both original and effective marketing content for their brand; and the social research, in which they are able to reach a huge number of consumers or clients through their blogs or social channels. In influence marketing, there are four main activities that are being used by the influencers for the various methods that they are using, and those includes marketing to influencers, marketing through influencers, identifying influencers and marketing with influencers. In this modern day and age, a lot of influencer marketing companies became very widely popular in the business world, and the business owners or the people who wants to hire and find the best one to help them out with their business can look for them through the internet, from the recommendations or suggestions of their colleagues and partners, or from the use of newspaper ads.