"Influencer marketing should be viewed as a powerful complement to other channels, rather than just a bonus. Monthly ad budgets have commonly been prioritised for the likes of PPC, SEO and paid, but now influencer marketing demands this approach in order to achieve the most effective results."
"A brand visible for only a few weeks will struggle to make a long-lasting impression, and brand equity needs to be achieved. With this continuity, the brand will build on the initial attention and trust across theirs and the influencer's audience."
Influencer marketing has evolved into a crucial component of brand strategy, moving from a test channel to a necessary part of the marketing mix. Brands are now allocating consistent budgets to influencer marketing, recognizing its role in enhancing awareness and consideration. An always-on approach fosters brand credibility and trust, ensuring that brands remain visible and relevant to their audience. This shift reflects the industry's growth to a $17bn market, emphasizing the need for authenticity and long-term engagement in influencer partnerships.
Read at Thedrum
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