Influencer marketing: beyond the hype

This article is part of a series of articles on influencer marketing. Read more.

It’s hard to manage a brand in the 21st Century –attention is scarce and fragmented across traditional media and an endless array of mobile/social platforms, ads are skippable and consumers are more empowered than ever before with unprecedented access to information, and other people’s positive (or negative) opinions. In this environment, many marketers are turning their attention and media dollars towards influencers due to their promise of authenticity, reach, persuasive appeal… and high conversions. But ‘influencers’ refers to multiple tiers of people, ranging from celebrities through to micro-influencers, and understanding the benefits and pitfalls of each will empower marketers to make the right decision across their brand objectives, and marketing mix.