On one side of the debate, there are marketers who swear by their influencer strategy. A 2018 study from our thought leadership platform OnBrand Magazine found that 79% of marketing decision makers will invest in influencer marketing this year, and 43% plan to invest even more than they did last year. Meanwhile, 22% are venturing into the market for the first time. These advocates have shifted their dollars from other, more traditional strategies, making influencer marketing an essential part of their marketing budgets. They’ve coordinated how many free samples they can give away and have created contracts that outline what an influencer must do on behalf of their brand.
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