Because paid advertising is increasing in expense and, in some cases, decreasing in effectiveness, companies of all sizes and shapes are turning to earned exposure through influencer marketing.
In theory, it makes perfect sense. Consumers trust one another more than they trust messages from brands. Thus, if we can get human beings to carry our marketing water on behalf of the company, not only do costs go down, but persuasiveness goes up simultaneously.
— Leer en www.convinceandconvert.com/influencer-marketing/11-things-you-must-know-about-b2b-influencer-marketing/