Meet the influencers — some of the Irish people behind a marketing revolution

Social media influencers are now major players amid a revolution that has transformed marketing, writes Emer Walsh

Originally a lifestyle blogger, Suzanne Jackson transformed her profile and created a beauty empire, rolling in millions in profits and appeared on the last season of RTÉ's Dancing with the Stars. Picture Brian McEvoy

Businesses seeking to promote their brands have always grappled with one key question about the millions of euro they spend on advertising: Are our adverts actually reaching the audience we want?

Big brands and the media that carry advertisements — including newspapers, radio, and television — have always striven to address this by carefully researching their audience and how they respond to advertising messages.