Millennials and other demographic segments, like Gen Xers and Baby Boomers, demand transparency and authenticity from businesses. If you don’t deliver both — or they discover you’ve been lying to them — you aren’t going to gain or retain their business, according to the “2016 Transparency ROI Study” by Label Insight. An Accenture study on company accountability concluded that brands must be honest in everything they do and say, whether it’s on food labels or in marketing claims.
That authenticity includes your influencer marketing strategy, regardless of whether you’re running a startup or an established company. In light of the recent backlash against fraud in influencer marketing, companies need to carefully vet their brand advocates before using them to engage an audience. Here’s why it’s so important to leverage credible influencers and how you can find them.
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