In this study I will explore the influence of influencers during the launch phase of a new product, providing a comprehensive overview of marketing strategies and their evolution from traditional to digital marketing. In the first section, the paper addresses the fundamentals of marketing, analyzing how marketing strategies have evolved over time and comparing traditional marketing with modern digital approaches. Special attention is given to online marketing, including its development, key components, as well as its advantages and disadvantages. The second part, focuses on influencers, defining who influencers are, the different types of influencers, and their role in modern marketing. Influencers are defined as individuals with a large number of followers on social media who have the ability to influence the opinions and behaviors of their audience. The paper also examines strategies for using influencers to launch new products, highlighting benefits such as increased product awareness and quicker reach to the target audience. A key topic of the paper is the analysis of potential challenges and risks associated with influencer marketing, including issues with ethics, authenticity, and transparency. Methods for measuring the success of influencer campaigns are also discussed, emphasizing the importance of tracking and analyzing results to ensure maximum return on investment. Through the analysis of a survey conducted among consumers, the paper provides concrete insights into the perception and effectiveness of influencers during the launch phase of new products.