Point of view: Paradox of buying influence

This article looks at the phenomenon of influencer marketing - a method that looks set to grow as adblocking becomes more and more commonly used.

Point of view: Paradox of buying influence

Faris YakobGenius Steals

"You keep using that word. I do not think it means what you think it means." Inigo Montoya, The Princess Bride.

Influencer marketing is somehow both buzzword of the moment and The Next Big Thing. As adblocking grows, two-thirds of marketers intend to increase their influencer investment in 2017, according to eMarketer. Brands are throwing money at influencers and agencies have even opened studios to help them create content.

Mercedes-Benz announced a collaboration with influencers called 'MB Photo Pass' with this Möbius strip of strategy: "The...

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