“Today’s influencer landscape is populated by bloggers, college professors, podcasters, Instagram celebrities, and everything in between. Given this diversity, we now reach the point of pain for effective influencer marketing – targeting the best brand evangelist in a mix. This is where social metrics tools come in, as well as experience and intuition. Let’s face it, engaging Lady Gaga to influence buyers of sports socks may seen a brilliant idea, but economically speaking the end result may be a horrendous ROI. Whereas, 20 key bloggers might serve the purpose better, and far more cost effectively, and especially in the long term”
Phil Butler, Senior Partner, Pamil Visions Public Relations
