Scott Sutton, CEO of a leading social media marketing platform, emphasizes the transformative impact of the creator economy on enterprise marketing. As influencer marketing spending is projected to reach $9.29 billion in 2025, brands face pressure to justify cost-effectiveness while navigating innovative marketing channels. The landscape has shifted from experimental to structured, necessitating sophisticated attribution models that account for diverse consumer interactions. Comprehensive strategies lead to significantly higher ROI, yet many enterprises struggle to implement effective creator marketing programs that track customer journey performance.
The evolution of creator marketing has led to a sophisticated marketing channel with clear ROI expectations, demanding a shift to comprehensive creator marketing programs.
Brands are increasingly integrating creators into connected TV, out-of-home advertising, and affiliate marketing programs, reflecting traditional media structures with added accountability.
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