The State Of Influencer Marketing

Using influencers to achieve marketing objectives is no longer novel, but interest in the tactic continues to rise as marketers steadily increase their investment. With consumers, regulators, and brands focusing on authenticity, marketers are building longer, and more brand-aligned, relationships with influencers — and with more of them. With the “influencer” term already unloved, and marketers partnering with broader sets of customers to do influencer work, brands will converge on a new hybrid practice: consumer partner strategy. B2C marketers should read this report to understand where influencer management practices are going and how they should respond.