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While the concept of influencer marketing isn’t new, it’s footprint in the land of digital marketing has grown leaps and bounds in the past few years – so much so that there’s now an actual conference around it. The first annual Influencer Marketing Days (IMD) conference was held in New York this past week and I had the pleasure of being one of the attendees. As one would expect, the who, what, when, where and how of influencer marketing was the focal point of Influencer...
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Over the past few years, the term “influencer” has really taken flight. To most marketers, “influencers” are highly influential individuals – often celebrities and social media stars – that have millions of followers that know, like and trust the influencer and, therefore, heed their recommendations. While an attractive and alluring concept, what many brands are finding is that they are paying out massive fees to influencers but are not seeing the ROI or engagement to support...
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Influencer marketing is all the rage right now. But the closer you look, the more it seems many companies don’t understand how to use it effectively, nor do they truly grasp what it means. Too many marketers are just throwing the term around and scrambling to partner with high-profile bloggers, social media stars, and celebrities. They are rushing into influencer territory without a clear understanding of what really works. In this article, learn what the term means once and for all,...
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This article was originally published on SteamFeed.  As Warren Buffet said, “What the wise do in the beginning, fools do in the end.” Just like banner ads became display ads, the concept of influencer marketing isn’t new. While new platforms like Instagram and Snapchat increase the base of potential niche influencers, companies have used influencer marketing for years — through infomercials or by getting celebrities to wear their brands’ clothing or use its products — as...
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The concept of “Influencer Marketing” has been a hot topic as of late – for reasons both good and not so good.   Before we get into those reasons, let’s first define what Influencer Marketing is. Influencer marketing refers to the process of identifying key individuals who have a strong online presence and leveraging them to “influence” their followers or subscribers to purchase a product or service. Influencers can be bloggers, journalists, authors, consultants,...
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Here’s the deal. When you compensate a blogger or give them product in exchange for an endorsement, they need to disclose that to consumers and you, the merchant, needs to enforce that disclosure. It’s not only the ethical thing to do, it’s also the legal thing to do. This point was driven home by a recent Federal Trade Commission complaint against Lord & Taylor*. *The Commission issues an administrative complaint when it has “reason to believe” that the law has been...
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