How Micro Influencers Have Taken Over Asian Digital Marketing

Last updated: 06-01-2019

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How Micro Influencers Have Taken Over Asian Digital Marketing

Recently, a chance brought me to work in a digital media agency in Southeast Asia. We got a brief from a huge client for their new movie promotion. To my surprise, three-quarters of the allocated budget got labeled with ‘Influencers’ from the get-go. Why all brands in Asia go crazy about influencer marketing? Asia is at the peak of digital growth, with smartphones penetration levels close to 90%. The populations of Vietnam, Philippines, Indonesia, Taiwan, and Korea are very young. People unde...


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