Marketoonist on influencer marketing
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Research indicates that brands are not put off by influencer fraud and fake followers, and will continue to up investment.
Influencer marketing suffers not just from the problems of fake followers and viewability, but from a lack of credibility, as I proved when I paid influencers to make a picture of my posterior go viral.
Beauty marketers look to ramp up budgets for influencer marketing despite measuring return on investment being one of the biggest challenges.
Marketing boss Richard Warren claims boards see advertising as a running cost, meaning marketers shouldn’t “cloak” campaigns in the word “investment”.
Overall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.
Chief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.
Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.