Many high profile brands have been sucked into trouble regarding transparency in so-called Influencer Marketing. When it’s Kim K sponsoring an Instagram channel, it’s pretty easy to tell what’s what. But what about the lesser known “influencers”? How do you know when you’re being pitched a product by a seemingly independent source? A recent article in The Drum highlights the reality of the situation: while marketers recognize the risk to damaging trust, they’re also increasing their budgets next year. At least in the short term, CMOs feel it’s worth the risk. But I worry about that. Once people get wise to us, influencer marketing effectiveness will dry up and the relationship with our audiences will be a bit weaker.

Read more stories of Rehumanizing Marketing on my blog. While you’re there, sign up to be the first to know when the book is ready for purchase. Want to talk sooner than that? I am available for speaking engagements on this mission as well.

Photo credit: Unsplash

#marketing #influencermarketing

Check out more on The Drum.













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