‘The barrier to entry is zero’: Confessions of a social marketing exec on the crowded influencer marketing market

The influencer marketing landscape increasingly looks like the ad network landscape circa 2012 when countless companies claimed to sell ads across a lot of the same sites. In the latest in our Confessions series, where we grant anonymity for honesty, an executive at a social marketing company that sells influencer marketing to advertisers said that influencer networks, ad agencies and talent management firms often claim to represent the same talent, which can hurt the influencers’...

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