Paul Kontonis, WHOSAY CMO, believes marketers need to move past the term "influencer marketing" and instead embrace change and implement the six phases of influence marketing.
It’s time for advertising and marketing professionals to start talking about influence marketing, not influencer marketing. Let me explain why.
Every marketer, agency and media publication is talking about influencer marketing, and 2017 has been deemed as the gold rush year for the advertising approach. Approximately two-thirds of marketers are utilizing influencer marketing as a core strategy, and the rest have tried it and are looking to increase their spend, according to Emarketer
The influencer marketing industry is currently a crowded marketplace of options, potential partners and uncertain results. Since this approach encompasses so much more than just an influencer, the time to evolve the language of the industry is now.
Influence marketing breaks through the content and advertising clutter with better creative, robust media performance and positive brand sentiment and reputation. This is accomplished through the six phases of influence marketing: setting campaign objectives, targeting audiences, casting influencers, building the creative, distributing at scale and measuring results.
Read the full article on Marketing Land: http://marketingland.com/6-reasons-time-say-goodbye-r-influencer-211323