Why Eroding Trust in Traditional Ads Is Increasing the Value of Influencers

What does it take to influence an influencer?

WHOSAY CMO Paul Kontonis will join Havas PR CEO Marian Salzman, one of the most-awarded female public relations executives in North America as well as one of the world’s top five trendspotters, and Cision Sr. Director Marketing Daniel Watson on Thursday, July 20 at 2 p.m. ET at Cision’s “The Art of Influencing Influencers” webinar.

“Every marketer, agency, and media publication is talking about influencer marketing, and 2017 has been deemed as the gold rush year for the marketing approach,” said Kontonis, who added that “approximately two-thirds of marketers are utilizing influencer marketing as a core marketing strategy, and the rest have tried it and are looking to increase their spend.”

Amid the growth, it is not a secret the influence marketing is undergoing growing pains. Dove’s trolling of prospective influencers via frantic social media comments is one of the most recent examples. But with an industry projected to grow exponentially within the next few years, the focus is on how to best engage influencers so they can deliver successful campaigns.  

The goal of the webinar is to deliver actionable, real world tips for marketers to help them better get influencers on-board with their brand, stories and pitches. To that end, the webinar will focus on how to better target and identify influencers, better engage and build longer term relationships, and deliver measurable results.

“Since this marketing approach encompasses so much more than just the influencer, it’s important to discuss how to target and match your campaign to right talent from every level,” says Kontonis. “Influencer marketing can be forecasted and measured just like media and it can deliver superior results to most other forms of media, especially on mobile.”

Kontonis, a 20-year digital media veteran, will be joined by Marian Salzman. Marian Salzman has been named one of the world’s top five trendspotters (bringing “metrosexual”—the 2003 Word of the Year by the American Dialect Society—to the world), Marian is one of the most-awarded female public relations executives in North America, currently listed in PRWeek’s Global Power Book and a PR News Top Woman in PR, as well as an honoree of the 2017 PRWeek Hall of Femme.

Since Marian took over at @havasprus in late 2009, the agency has become one of the most awarded of its size. She has executed award-winning thought leadership, reputation management and social media programs, and she gives lectures around the world on topics from health trends to branding to generational differences and more. Author or coauthor of many books, her latest (written with the Havas PR team) is now available: Agile PR: Expert Messaging in a Hyper-Connected, Always On World. Marian is an honors graduate of Brown University.

For more information about Cision’s “The Art of Influencing Influencers” webinar, including how to register, go here.