When Unilever’s chief marketing officer Keith Weed called for “urgent action” to clean up the influencer marketing ecosystem, people listened. However, I personally had been talking to agencies and writing about this fraud for years before – and no one wanted to hear what was going on because they were all a part of it. … Read more
The Interactive Advertising Bureau has published a new influencer marketing program guide, “Inside Influence: Why Publishers are Increasingly Turning to Influencer Marketing—and What That Means for Marketers.” Influencer marketing is a tactic by which a brand/agency/publisher works with individuals, aka influencers, to drive brand messages to meet strategic goals. Influencers are those who are deemed … Read more
Influencer marketing exploded in 2016 with more brands turning to digital creators to reach new audiences, younger customers and to build buzz around their products. As the world has shifted to social media, consumers look at fellow consumers to inform their purchasing decisions. Before we get into those reasons, let’s first define what Influencer Marketing … Read more