Influencer Marketing: Building Authentic Connections
from The Marketing Remix Hosted by Red Door Interactive
Under the right circumstances, influencer marketing can be an effective avenue for brands to interact and connect with their consumers. While a variety of components make for a successful influencer campaign strategy – solid "brand alignment" between brands and influencers, authentic and meaningful engagement, and so on – some marketers are now taking a more transactional approach to influencers. This mindset has given rise to influencer-focused agencies that center their services around drafting deals, producing content, and ensuring basic compliance with the law. However, what's lost in this business-driven (and somewhat impersonal) approach are the foundational values from which a brand's relationship with influencers should be built upon. In this episode, we're talking influencers: who they are, what they do, and how to build relationships that maximize their effect.
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