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Juanika Dildy 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 absolutely devour traditional forms of marketing, if business owners are smart enough to capitalize from the changing environment. This new method encourages companies to focus their marketing efforts, and budgets for that matter, on an individual that has the ability to pull a specific group of people. Influencers in today's world are those with followers, whether it be viral social media stars, professionals in the entertainment or media fields, or anyone that the masses view as an expert in their field.

Influencers can always guarantee a greater return on marketing investments for three reasons:

It creates metrics

Traditionally, marketing has been one of the most immeasurable efforts for any company. Why? Companies are investing objective resources in exchange for a subjective response. We, as leaders, assume that our target market will respond positively to our engagement, but it's not guaranteed. With influencer marketing, you know how many people will be reached, and can measure the return based on this audience's response to the influencer. In other words, you're no longer shooting in the dark.

It creates accountability

It's no secret that if an influencer is being paid to market on behalf of a company, the responsibility now falls on the influencer to deliver a return on the company's investment. The company now has a representative of it's target market to contribute and help adjust strategy as needed. With someone else on the hook to deliver, the company can make customized decisions for each group based on holding the influencer accountable to contribute.

It bridges the gap

In order for most non-impulse buyers to spend money, they must first know, like and trust you. Unfortunately, most customers don't feel like they know, trust and like a company based on advertising alone. However, many feel like they can trust the opinion of the influencers they follow. Therefore, the influencer has the ability to bridge the trust gap between the buyer and the seller, and the company will profit faster.

Fenty Beauty is a classic example of this. Instead of advertising directly to consumers, Fenty threw a launch party specifically for beauty bloggers. The company provided free samples in exchange for the celebrity press that would grow their individual brands. The vloggers shared authentic reviews on the product before it was available in stores, and now Fenty can't keep it on the shelves. Why? The authenticity of "real people" bridged the trust gap for the company.

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