Todd Cameron says, “Influencer marketing has been around for a few years, but with the current level of media coverage and discussion around it, it is fair to say that 2016 marks its growth inflection point.

No longer are marketers asking, “What’s influencer marketing?” Today, many are asking, “Should we develop an influencer marketing channel?” or, “How much effort and budget should we put behind it this year?”

Embracing something new, regardless of how advantageous it might be, is difficult. It’s change, and change in an organization is rarely a simple or efficient process. (I remember when we changed coffee suppliers; you’d think we were cutting salaries in half.)

Part of the resistance to doing anything more than experimenting with influencer marketing is the idea that it is simply a fad and support for it will fade. Marketers can be cynical by nature, and they have seen their share of new ideas come and go, so that is a fair concern. Why will influencer marketing be different? The answer rests in the dynamics that have made it so popular in the first place: Consumers are disengaged with traditional marketing practices, and they prefer to communicate with each other”.

Three Tips for Building Internal Support for Influencer Marketing

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