Mention “influence marketing” today and it’s a good bet that the majority of people will think of social scoring platforms like Klout, Kred and PeerIndex. These early movers in the influence space have carved a niche for themselves and the brands they’re looking to work with, by attempting to provide data on who the most […]
Macala Wright: Contextual Analysis of Influencers is Key to Marketing Success
May 10, 2013 By Leave a Comment
My last article on influencer marketing covered declining standards in influencer marketing. Many readers were left asking, “How do we then create effective influencer marketing programs?” In order to be effective, communications professionals must first remember what influencer marketing is and isn’t: Influencer Marketing is the process of identifying, researching, engaging and supporting the people who create […]
Macala Wright: Why Influencer Marketing is failing in Retail
March 19, 2013 By Leave a Comment
For the past seven years, bloggers have become key elements in sparking critical conversations that can spread information in a rapid, “viral” fashion within the lifestyle, luxury, travel, and retail industries. However, the way in which we work with bloggers and influencers has gone terribly awry. The blurring of lines between earn and paid, lack […]
