"The days of brands hiring a major movie star or musician to front a national or global ad campaign seem to be waning, in large part because of media fragmentation. However, while consumers may not respond as strongly to a campaign fronted by George Clooney as they used to, influencer culture offers brands an opportunity to target their products to highly specific demographics."

Jay Rampuria, executive vice president of business development at consumer insights company Toluna, writing recently on Total Retail about “4 Predictions That Will Shape Retail Marketing in 2020.”