Influencers can play a useful role in brand marketing, but marketers are often unclear as to how best to deploy them. And that uncertainty was probably not helped by the warning in June 2018 by a prominent CMO, Unilever’s Keith Weed, that the dangers of fraud perpetrated by influencers risked undermining trust in this channel.
At Tug Life (London, June 2018), a strand of London Tech Week, Ruxandra Gheordunescu, Head of Paid Media at Bookmark Content and Communications, set out to “debunk” some myths she feels are bandied around about influencer marketing and to provide some useful tips...