That said, too many marketers today have bought into the false notion that everything must be measured. Put another way, our yearning to concretely measure all marketing activities leads us to do less effective things just because they’re more measurable. One prime example of this tricky balancing act is the current state of influencer marketing. In high school, we wanted to dress and act like the cool kids – that’s the power of inspiration as influence. As grownups, we rely on the advice of experts to decide what bike, router and moisturizer to buy ­-- that’s the power of advice as influence.

Source: Forbes November 22, 2017 13:52 UTC