How Marketers Can Close the Trust Gap: Rethinking Influencer Marketing at Scale
How Marketers Can Close the Trust Gap: Rethinking Influencer Marketing at ScaleInfluencer Marketing & Relations has always been standard practice, and remained fairly straightforward until about 15 years ago, when Digital changed everything. During the last decade, the philosophical ideas of influence and trust, and its practice within marketing has evolved, and continues to morph rapidly due to ever-changing Digital platforms.
The shift in trust and influence dynamics has cemented the fact that consumers turn to their friend and family networks, i.e. Micro-Influencers, for the most trusted, credible opinions because they understand consumers’ specific context. In turn, the idea of celebrity has also evolved. Celebrities, as well as world & business leaders, who before the Digital Age had exclusive influence as partners to Marketers, now compete with digital-native Macro-influencers for trust and authority.