Why most people don’t understand influencer marketing

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One of the most important discussions marketers are still having to have is around the capabilities of influence marketing. It’s a relatively new system, but this is why you mustn’t confuse it with traditional marketing.To understand the difference between traditional and influencer marketing, let’s consider the evolution of media as influencers have developed over the past ten years.Influencers were an inevitable side effect of social media, but their contribution to marketing is a young area still being explored by the majority of brands.Considering how they have come about will help us understand their core features and how these differentiate them from traditional marketing routes.Previously you could sit in a pub and tell your five closest friends about your views on the new car you just bought; they might even tell a few more people and be influenced by your perspective themselves. They might even trust your recommendation more than all the posters and television adverts as they know you, and they know you had a good judgement of other cars in the past so why would they not trust you now?But this is small scale word-of-mouth marketing. For brands, this is gold …

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