Influencer marketing has become an important part of the mix with estimates that brands could spend around $15 billion on it this year. But as budgets have grown, so too has scrutiny over a sector that is sometimes viewed as the ‘Wild West’ of the industry.
Whalar’s new EMEA president Marco Bertozzi and Brad Smallwood, the former VP of marketing science at Meta, join Campaign media editor Arvind Hickman to discuss influencer marketing's image problem, opportunities and challenges, how to measure success, TikTok vs other platforms, and whether new trends in e-commerce, blockchain and NFTs can play a role.
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