Amplify your story: Using social influencers to drive shopper marketing

David Ward

This article discusses the prevalence of social influences in shopper marketing and ways that brands can use this to their advantage.

Whether it's mommy bloggers, online tech gurus, Instagram fashion icons, or foodies on Facebook, social influencers are on the rise, and brands are responding in kind. A November 2016 survey by Linqia, a San Francisco-based provider of content marketing solutions, found that nearly half of marketers polled planned to increase their influencer marketing budget this year.

In many ways, social influencers are taking over a role once considered the domain of lifestyle magazines. "It used to be magazine editors [making all the style choices and product recommendations], but now it's the Instagram influencers and bloggers," says Erin Dress, head of...

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