Summary
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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