Once a function of PR, but now very much embedded within everyone's marketing strategies, influencer marketing is the biggest game in town.
But are marketers focusing too much of their time and budgets on the low-return / high-effort superstars at the top of the influencer pyramid to the detriment of the thousands of smaller - but exponentially more influential - voices further down? And, if so, how can that kind of scale possibly be managed?
We explore the future of influencer marketing, and take a look at the technology that's helping marketers do exactly that.
The internet was supposed to save us from marketing bunkum. Gone were the days of super-expensive creative, plastered over billboards and magazines and televisions with nebulous impact. This was a new dawn, where everything was measurable, where scale kept prices down and where campaigns could be tweaked or switched in a heartbeat.
Then the internet broke.
Ad-blockers went all ad-blocky and blocked all the ads, leaving the field clear for giants like Facebook and Google to scoff up all the scale and inflate their prices accordingly. And the interweaving of customer-service with social meant that people were far more likely to respond to a sponsored post