Emphasis on celebrity over authority is blowing up influencer strategy

I’ve recently done a few experiments in influencer marketing that exposed an important shift in how we must view and assess content creators. In fact, today I will contend that there is a significant new dynamic changing the very fundamental nature of influencer strategy.

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Mark Schaefer

Mark Schaefer

Keynote speaker, strategy consultant, Rutgers University marketing faculty and author of 9 books including KNOWN, Marketing Rebellion, and Cumulative Advantage.