We’ve created this 12-part series to demystify marketing and give you a practical guide to each essential component.

This series will walk you through the full scope of modern marketing. From promotion to social media, advertising, SEO and PR, each section is its own article, designed to give you deeper insight into each of the key areas of marketing while showing how all the pieces connect to form a cohesive whole.

Would you buy a product purely because you knew the face selling it?

Once the realm of glamorous celebrities and famous brand ambassadors, influencing has become a recognised profession thanks to social media’s unstoppable force. In a quick definition, influencer marketing is the collaboration between brands and social-media creators to promote products or services.

But it’s not a limited field! Professional influencers range from fitness vloggers and models to finance gurus and even AI personas that are not human at all. Regardless of whether they breathe air or not, if they have a following, they are shaping the way their followers discover and buy products.

Unlike traditional celebrity endorsements, influencers are trusted figures within their communities and often bridge the gap between normal consumers and celebrities, meaning their recommendations carry credibility. Here is everything you need to know.