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Social Media Influencer Marketing: The Complete Guide to Creator-Led Growth in 2026

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Introduction to Social Media Influencers Historically, brands relied upon celebrities to influence them. Celebrities were typically the preferred means of communicating messages about products or services through advertising. Today, however, when consumers are looking for a recommendation about a product or service, they are most likely to trust an everyday social media influencer compared with an advertisement published in a traditional media format. The desire for authenticity has fueled creator-led commerce, which has become one of the most powerful influences on digital marketing today. According to marketing experts, regardless of what you want to accomplish via marketing, whether building brand awareness, enhancing engagement from customers and prospects, obtaining new mobile app users, or driving sales leads, Social Media Influencer Marketing is an important part of the entire customer journey. Therefore, as more marketers look to develop robust attribution and measurem...
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From Share of Voice to Share of Trust: Rethinking Measurement in Modern Marketing

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Although a brand can be seen, mentioned, searched etc., it does not establish any significant value to the organisation’s bottom line or perform any business impact. The conversation around marketing measurement and communications is also evolving from ‘how many people saw us?’ To a more relevant question of ‘did we create influence/trust/business value?’ through our presence? This change was evident at IMAGEXX Summit & Awards 2026 by Adgully held on 3rd June at the Sheraton Hotel, New Delhi, with a theme of ‘Beyond Vanity’ — ‘Trust’, ‘Growth’, and ‘Speed’. The purpose of the summit was to bring together corporate leaders in the areas of communication, branding, and marketing, to define what 21st-century PR and marketing should now do. The summit featured a discussion led by Deepti Sethi, CEO PRCAI, with Mridula Bhatt representing Apptrove (as the CM) as part of the panel for the topic of Measur...
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What is an IP Address?

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If you have ever asked yourself, “What is an IP address?” you are definitely not the only one. Every device that connects to the Internet, such as your smartphone, laptop, smart TV, and/or tablet, uses the Protocol to send and receive information. For this reason, those who work in App Marketing, Mobile Attribution , Cyber Security, and/or Digital Advertising should understand what an IP Address is. So what is an IP address? An IP address is simply a unique numerical identifier assigned to every computer or device on a network that communicates over the Internet through the Internet Protocol. Think of the IP Address like the digital address of your house. Without the digital address from each end of the transmission, no one would know where to send the data packets they create or receive. Therefore, by 2026, knowing about IP Addressing will be the most basic form of knowledge for professionals and everyday consumers alike. What Does “IP Address” Stand For? Int...
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PII Explained: What Personally Identifiable Information Means for Modern Mobile Marketing

Data powers every decision in modern mobile marketing. From understanding where app installs come from to measuring campaign performance and detecting fraudulent activity, businesses rely on data to make smarter marketing investments. Every click, impression, install, registration, and purchase contributes to a larger picture that helps marketers understand user behavior and improve results. However, not all data is created equal. Some data points reveal information about campaigns, devices, or app performance. Others can reveal information about the people behind those interactions. This category of information is known as Personally Identifiable Information (PII), and it has become one of the most important topics in digital marketing, analytics, attribution, and data governance. Over the past few years, privacy has shifted from a compliance requirement to a business priority. Consumers are increasingly aware of how their information is collected and used. Governments around...
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