“Remember when there was the first banner ad?” asks Luis Di Como, Unilever’s evp/global media. “Everybody would click and everybody would explore,” with no real sense of what the strategy would deliver.

“That’s what’s happening right now with influencer marketing.”

As banner ads became “more developed and sophisticated”, the more effectively they worked as marketing tools. Similarly, as influencer marketing becomes more relevant to consumers, the more attractive the tactic will become to brands and services.

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Luis Di Como, evp/global media, Unilever

The Association of National Advertisers (ANA), in fact, recently polled some 200 leading marketers and discovered that 75% of its sample already has some sort of influencer program. Of the 25% who reported they had not yet signed onto the digital-persuasion tool, half expected to do so within the next year.