|
This fourth issue of The Influencer largely stems from findings
we’ve made as we’ve researched and written our new
book ‘Influencer Marketing: Who Really
Influences Your Customers?’ to be published in November.
It’s been a fascinating ride, bringing us into contact with
many individuals at the forefront of our discipline – consumer
ad agencies, consultancy heads, forum leaders and a great number
of brand-name Chief Marketing Officers. Over the next few months
we’ll begin to drip-feed some of those findings, beginning
with my piece on ‘Who’s Doing Influencer Marketing
Today’. We were surprised who was, and who wasn’t,
and their reasons behind this. We’ve also uncovered some
pretty compelling examples of influencer marketing in practice.
What’s clear is that influencer marketing is now interesting
almost every CMO or Director of Marketing. Few argue with the
premise that traditional marketing is now fundamentally broken,
and a rethink is required. A rethink that inevitably involves
creating relationships with decision-maker influencers.
In this issue I talk about the five milestone stages that most
companies engaging in influencer programs have to pass, Nick explains
that while many top companies now have an official Head of Influencer
Marketing, what they mean by those titles can be very different,
and Richard from the US talks about how marketing services firms
are being evaluated by the Silicon Valley venture capitalists.
Surely that’s well worth the ten minutes this edition will
take to read.
Duncan Brown,
Head of Europe, Influencer50
duncan.brown@influencer50.com
|
