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.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From getting young people interested in a marketing career to the need to balance brand and performance, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Nike pointed to direct sales increasing 28% to $4.7bn (£3.4bn) and a rise in online sales, as proof of its digital strategy is working, as it aims to be a 40% digital business by 2025.
New CMO Ben Carter has launched the online estate agency’s biggest brand campaign in five years, fronted by TV personality and comedian Mo Gilligan.
Consumer confidence has dropped due to concerns about rising tax, food and fuel prices, while the end of the furlough scheme means consumers are “slamming on the breaks” in anticipation of economic hardships.