Influencer. Has any word caused more excitement, agency land grabs or demand from CMOs in recent memory?
Influencer marketing – currently understood as engaging online personalities on behalf of products and brands to create content that can be shared, explored and consumed – is all the rage. It seems like every advertising, digital, public relations and creative agency on the planet is packaging and selling it. And it has an important place in the rapidly shifting media landscape to reach key consumer audiences.