The growing role of influencers in brand communications is exposing knowledge gaps, potential vulnerabilities to fraud, and the risk of wasted budgets, according to the chair of the Association of National Advertisers’ (ANA) Influencer Marketing Advisory Board.
Speaking at the trade body’s recent Influencer Marketing & Activation Conference, Casey DePalma McCartney – who also serves as senior director/head of PR and digital engagement at consumer goods giant Unilever – outlined the following agenda to enhance the practice of influencer marketing:
- Building credibility through shared metrics;
- Demystifying key terms like ‘engagement rates’;
- Addressing fraud in a holistic way;
- Enabling cross-media comparison;...