Why it matters

Influencers are an integral part of the digital-marketing mix for many brands, as they offer a way to reach new audiences in a distinctive voice. The high level of trust placed in influencers by many consumers also makes them authentic partners for brands.


  • Tapping influencers in areas like music and entertainment can deliver a powerful halo effect for brands.
  • Involving digital influencers in physical experiences is a strategy that can drive major benefits for marketers.
  • Some of the metrics brands should consider include share of voice and sentiment, as well as shares and clickthroughs.

The role of influencer marketing at PepsiCo is in constant motion, according to Chris Bellinger, the company’s vp/creative and digital.

“As we move our consumers through the funnel of ‘potential consumer’ to ‘buyer’ to ‘fan’ to ‘advocate,’” he told delegates at the Association of National Advertisers’ (ANA) first-annual Influencer Marketing conference, “we have to talk to them in different ways and we have to reach them in different touchpoints.