End of Influence Marketing?
Just a few decades ago, influencer marketing gained ground in advertising strategies; Seeing positive results, both brands and agencies took on the task of identifying individuals who affected potential buyers to include them in their marketing activities. But is it a viable design? Kantar's 2019 Media Predictions study gives us an insight to the topic. The call to actions derived from influencer advertising was great for advertisers, because how not to think a public figure who recommends a certain product when they use it? That's the reason why the marketing activities were geared towards influencers, rather than the target market as such. However, all excess use ends up exhausting the strategy, also in the example of influencer advertising, what was at stake was authenticity. Today, one of the chief challenges for brands is to gain the trust of their customers; Even though, influencers are a potential channel to connect with viewers in a closer and more real way, for that t