Influncer_Marketing_2020_watermark

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CON

CLUSION

Luis Di Como, executive vice president for global media, Unilever, recently said:

“I believe we are still in the early stages [of influencer marketing] and we need to continue working with influencers to see what measurement and success look like to create a mutual benefit partnership rooted in transparency and trust.”13 The future of influencer marketing, like anything, needs to continue evolving and will be subject to changing trends, rules, technology advancements and audience preferences; but the findings of both the industry and consumer surveys, and qualitative interviews strongly point towards its sustainability. Although it is easy to think that influencer marketing has been around for some time, by marketing standards it is still relatively new, and many brands and sectors are yet to experiment with it for

themselves. However, at the other end of the spectrum, some verticals such as fashion and beauty, sport and music, have invested in it heavily already and the marketing industry as a whole can benefit from their learnings. The entire influencer marketing landscape came about through growing consumer demand for authenticity, and while that focus may have lapsed and been eroded by commercial interests and some poorly matched relationships, the research above indicates clearly that the sector is gradually being pulled back on track. Things evolve rapidly within the world of digital marketing, and providing brands take their due diligence seriously and strive to be transparent and purposeful in their collaborations, there is no reason why the influencer marketing industry won’t be a thriving one in 2020.

APPE

NDIX

Figure 24

Which of the following best describes your company?

35%	32%
		24%
					Figure 25
					What best describes your job role?
			5%	4%	Board level/business owner	16%
					CMO/director/VP	11%
					Head of marketing	12%
Agency/	Client-side	Stand-	Media	Charity	Marketing manager	30%
vendor/	(part of an	alone			PR executive	5%
consultant	in-house	brand
	marketing/
	PR team)				Social Media	7%
					Junior executive	6%
					Other	13%
						41

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REF

ERENCES

01http://mediakix.com/2017/03/instagram-influencer- marketing-industry-size-how-big/#gs.8Earhxg

02https://issuu.com/weareamplify/docs/yb2_book_issu

03https://www.vogue.co.uk/article/what-is-an-influencer

04https://www.glamour.com/story/why-fashion-brands-cast- employees-in-ad-campaigns

05https://www.forbes.com/sites/ cherylsnappconner/2018/06/08/celebrity-influencer- marketing-is-dead-report-says-real-employees-and- customers-are-better/#769ffddb4b0d

06https://www.glossy.co/fashion/how-macys-is-using-its- store-employees-and-stylists-as-instagram-influencers-to- drive-sales

07https://issuu.com/weareamplify/docs/yb2_book_issu

08https://fashionista.com/2015/01/img-we-love-your-genes

09https://www.ftc.gov/news-events/press-releases/2017/04/ ftc-staff-reminds-influencers-brands-clearly-disclose

10https://www.asa.org.uk/uploads/assets/uploaded/3af39c72-

76e1-4a59-b2b47e81a034cd1d.pdf

11https://www.glamour.com/story/targets-2018-swimwear- ads-photoshop-free

12https://www.hollywoodreporter.com/news/solange- becomes-pumas-art-director-659537

13https://www.thedrum.com/news/2018/10/03/unilever- pushing-long-term-partnerships-with-influencers-fight- against-fraud

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