7HOW INFLUENCE IS MEASURED AND EVALUATED
The old adage about a tree falling in the forest and nobody hearing it applies to the world of influencer marketing. If personas are selected or developed to promote a brand but nobody measures the outcome properly, there may have been influence but the marketer will not learn of it and this may dictate their future decisions regarding the approach. Influencer marketing, when done well, fits inside a much larger advertising, media, and marketing ecosystem. That means that, just as brands need to evaluate their creative messages or the impact of their TV dollars or their sports sponsorships, so do they need to measure and appraise how well their influencer marketing strategies work. A company or brand ...
