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Blaire Massaroni is a featured contributor to Influencer Marketing: Where the Tactic is Headed and Trends to Support It report.

Here's the complete contribution:

The future of influencer marketing lies in our ability to determine true influence. We have seen a noticeable decrease in the effectiveness of the click-through model and in measuring engagement and ‘influence’ through things like likes, followers, comments, etc. (as we are now seeing that 1. All these things can be bought, and 2. ‘Engaging’ with an influencer doesn’t necessarily mean they are influencing your buying decision). We believe that if influencer marketing continues expanding at its current rate- we are going to have to find new ways to measure ‘True Influence’.

For example- just as everyone now has ‘credit scores’ - in the next 3-5 years, we believe that we will be able to aggregate data from things like search, page impressions, and even metrics based on responsiveness and ease to work with - in conjunction with comments, shares, likes, etc. to produce a "True Influence Score" that will provide better insight and even a more accurate prediction of ROI. All of this will allow for influencer marketing to extend into the long tail.

Blaire Massaroni is Head Account Manager at Cooperatize, the leading marketplace for influencer marketing campaigns. She and her team have helped 100's of travel brands- destinations, hotels, airlines, travel tech startups etc.- use influencer marketing to bring consideration to their product or destination.

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