Recent investments indicate a shift in focus towards performance advertising in influencer marketing. Firms like ShopMy and Later, along with various funding rounds for other influencer platforms, underscore the growing importance of technology to bridge brand deals and sales data. Industry experts suggest that companies are moving away from traditional PR budgets and towards strategies that directly link influencer campaigns to measurable sales outcomes. This marks a significant change in how advertising budgets are allocated and illustrates the increasing reliance on analytics in marketing strategies.
"The challenge has been focused on general awareness versus turning fans into customers... new affiliate models are major drivers."
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