While influencer marketing has been part of e-commerce marketing for years, it has often struggled to rise above tactical "pay-and-pray" sponsored engagements and affiliate campaigns. But with studies now showing 80% of consumers in Southeast Asia having made purchases due to an influencer recommendation, how do brands adapt to stay competitive in this evolving landscape? Antoine Gross from impact.com talks to us about the shifting influencer trends in the region, an effective gauge on its ROI, and actionable strategies for businesses looking to optimise their influencer marketing initiatives.

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