Increased spends on influencer marketing: Budgets allocated to influencer marketing grew significantly in 2020, as compared to 2019. 39.13% of marketers mentioned an increase in spends on influencer marketing, while the other 60.87% saw no change in spends between 2019 and 2020. More than 50% of the respondents increased their marketing spends in 2020 vis-à-vis 2019. As influencer marketing gained prominence, 58.70% of CMOs have allocated separate budgets for influencer activities in their 2021 marketing plans and 52.17% have decided to increase spends in 2021, as compared to 2020. Almost 90% of marketers are planning to allocate 25% of their entire marketing budget towards influencer-led activities in the current year, with over 50% of the respondents interested in increasing budgets by up to 25% in 2021.