How Influencer Marketing Can Increase Consumer Research Efficiencies
How Aligning Consumer Research and Influencer Marketing Can Increase Efficiencies and BudgetAs marketers across functions are being tasked to do more with less. News about the collapsing agency model, consolidation of technology partners, and emerging focus on in-house capabilities are not sensationalistic – they’re today’s marketing reality. In the past year alone, Marc Pritchard, Chief Brand Officer at P&G has essentially made it his rallying cry – and other marketing leaders are following suit. Pritchard is well on his way to slashing the number of agencies P&G is working with from 6,000+ to just over 1,200; has reduced media spend 50% while gaining market share in key product categories, and has put all partners on notice (agencies, social networks, technology vendors) who do not comply with its new standards of transparency.