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

Here's the complete contribution:

Influencer marketing will adapt to new technologies like Augmented Reality (AR) to seamlessly incorporate digital marketing materials, products, or even services into sponsored content. Like other advertising channels (radio, print, tv), influencers will become more ubiquitous and generally accepted as a part of that push towards technology. Where large followings and the associated "influence" that is attributed to having a sizable audience is the focus of marketers now, a maturity in the space will change its focus to hyper local influencers and their small cadre of trusted followers with whom they have an in-real-life relationship.

Advertisers like Cort are already dabbling in AR / VR campaigns that easily integrate their products into a seamless audience experience. We also see larger national advertisers break up their spending to be more regional/ local in nature, which seems to indicate a focus on the right influencer with a trusted following. And not on one with the biggest reach.


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