Influencer marketing continues to grow ever more complex. Options are increasing and in today’s climate, striking the right tone with consumers is crucial. What consumers long to see is authentic relationships between brands and influencers. In just a few years, the paradigm has shifted away from a focus on major celebrities and toward niche, micro-influencers. So, while finding the right influencer is crucial, these complexities can make it challenging. Read more.
The growth of social media has made online influencers a more important marketing tool than ever before. At the same time, influencer marketing is growing more complex: Options are increasing and in today’s climate, striking the right tone with consumers is more important than ever before. What consumers want to see is authentic relationships between brands and influencers. In just a few years, the paradigm has shifted from a focus on major celebrities to niche, micro-influencers. In sum, finding the right influencer is crucial and yet can be challenging. Read more.
In the digital age, it is difficult to measure media usage on the individual level. Users may share multiple devices, have several profiles across and even within service categories. People share usernames and passwords with others to allow them access to their ecommerce or streaming media accounts. As a result, providers of digital services and research lack a consistent, reliable and efficient way to parse out the digital world at the user level. Now, a new study by the ARF aims to provide a solution.
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