Demographic targeting: Is it going wrong?
Influencer marketing tends to get a lot of press these days, given the stratospheric sums involved in celebrity endorsements from influencers and brand ambassadors. After all, when celebrity influencers like actress Charlize Theron can command USD $55 million for promoting Dior products, and The Rock—aka WWE wrestler-turned-actor Dwayne Johnson—pulls in tens of millions of dollars per annum from a handful of celebrity endorsements, marketing executives need to be comfortable with the ROI on their influencer spend. Endorsements for sportswear brand Under Armour, reportedly ea
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