‘Two different paths to influencer marketing: Which is best for you?’ – Econsultancy

Nicolas Chabot says, “Influencer marketing is a complex space.

As the practice evolves, multiple propositions compete on the market ranging from talent management agencies and specialist influencer boutiques, to influencer marketplaces and dedicated influencer management platforms.

There have been several high profile examples of influencer marketing going awry, which has led to increased pressure from authorities to bring clarity on paid publications from influencers.

This has also contributed to the overall noise and confusion that can overwhelm any marketer wondering how best to approach this new opportunity.

Fundamentally influencer marketing is a suggested response to what I call the ‘CMO Dilemma’.

The CMO Dilemma refers to the staggering divide that exists between the impact of influencer content on customers compared to brand content and advertising, and the fact that brands still spend their marketing money mostly on advertising”.

Two different paths to influencer marketing: Which is best for you?

Econsultancy