In this IMC conversation, we sat down with Phathiswa Sefatswa, Brand Executive at Click Group, to unpack the real role marketing plays in shaping business outcomes today.Phathiswa reminds us that marketing is not the “supporting act,” it is the strategic engine that drives revenue, brand affinity, and long-term business growth. At its core, marketing is about consistency, clarity, and staying anchored to your brand’s true north.As the digital ecosystem continues to evolve at record speed, brands must learn to adapt intuitively. Despite new platforms and new formats, the fundamentals haven’t changed: people want to be seen, heard, understood, and invited into the narrative.Phathiswa also dives into the cultural and commercial power of people of influence. Influencer Marketing isn’t a trend; it’s a strategic lever for building community, shaping identity, and driving authentic product adoption. The real opportunity lies in collaboration: not “influencers vs. traditional media,” but an integrated ecosystem where both work together to move culture and business forward.Follow our guest: https://tr.ee/13y7CGFollow Us On: Instagram: https://tr.ee/9MFBqI TikTok: https://tr.ee/F5wHS1 LinkedIn: https://tr.ee/72U7z0#IMCxStyleID #StyleIDApproved #NextGenMarketing