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This paper explores the identification of influencers and activation of them within a brand or agency's marketing mix. With the proliferation of social media, decreased barriers to content creation, and the rise of ad blockers (now used by up to 26% of internet users in the UK), the role of influencers has grown exponentially in the past few years. However, the vast majority of influencer marketing approaches have significant limitations in both their philosophy and their execution and do not account for recent changes in the consumer landscape. 48% of surveyed brands intend to increase their influencer spend this year. This highlights the huge opportunity within influencer marketing, but there is also still the need for a more mature approach.

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