Influencer marketing was more prominent, more scrutinized, and at times more controversial than ever in 2018, thanks in part to privacy transgressions and other problems that dogged Facebook and other platforms. Just as importantly, however, influencer marketing is about more than handing out an asset and telling an influencer to flog it to their fans. “If you're basing the performance of your spend on the organic fan follower counts of talent and hoping for consistent ROI, you're not doing influencer marketing the right way,” Ellis said. "That is finally putting influencer marketing at parity with other digital marketing channels that have been measurable to their true merits from the very beginning." That shift is surely a sign of the increasing sophistication of influencer marketing at the highest levels.

Source: Forbes January 02, 2019 01:07 UTC