The risks associated with influencer marketing and how to avoid them

In an age where traditional advertising has received less and less attention from consumers, influencer marketing has emerged as a proven strategy among marketers. They are enamored with the colossal reach that several celebrities and macro-influencers have attained and the level of engagement that’s possible. And with the rising threats of ad blocking and ad blindness, marketers take comfort in the research that shows that 60% of consumers consult blogs, vlogs, or social media posts on products before considering a purchase and that influencer marketing can generate 11x the ROI of traditional advertising. Now, as influencer marketing budgets begin to usurp traditional advertising budgets, it’s time to look at how to more tangibly drive metrics that matter through influencer marketing and how influencer marketing should be folded into, or at least supported by strong creative execution. Read more…