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For B2C Marketing Professionals

How To Work With Digital Influencers

Evaluate Influencers' Strengths And Weaknesses To Unleash Them In Valuable Ways

August 8, 2017

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Why Read This Report

Digital influencers have become a hot ticket; most marketers tell Forrester they've commissioned influencers to create content for their brand. But, to put it mildly, results vary. For every marketer delighted by the unconventional visibility and even sales driven by influencers, another wonders what went wrong, feels bilked, or even faces regulatory discipline. This report cuts through the hype around influencer marketing, sticking to what is known about the space, and advises marketers on the most relevant application of influencers to a brand and digital strategy.

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Table of Contents

  • Commissioning Category Influencers Is Now Mainstream Marketing
  • Marketers' Activation Of Influencers Falls Into Three Use Cases
  • Marketers Maximize Impact And Minimize Risk By Tracking Variables
  • Only Controlled, Ideally Large-Scale Testing Answers Value Questions
  • Vendors And Service Providers Can Help With Influencer Variables
  • Use Five Influencer Marketing Risk Abatement Techniques
  • Recommendations

  • Do Not Neglect The Legal Bits
  • What It Means

  • Influencer Collectives Will Increasingly Operate As Affiliate Networks
  • Supplemental Material
  • Related Research Documents

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