Influencer marketing is currently in an arms race for the eyeballs, attention and engagement of consumers. No longer a niche part of the marketing budget, influencer marketing is increasingly a primary focus of many brands that are desperate to make inroads in their markets. It is a beast that is fed by both sides of the supply chain. Brands are more desperate to link with influencers that can move their message forward and, conversely, more and more people desire to become influencers. As seductive as this battleground for hearts and minds might appear, how much of it is real? What is the future of influence in a world where reality is more and more difficult to discern? What is influence when our future is fake?
Influencer marketing continues to grow and command more attention from brand teams. No longer the new kid on the block, the world of influence has a new maturity and whole new challenges to maintain its relevance. Bette Ann Schlossberg, Director of Influencer Marketing and Entertainment at Lyft, has been at the forefront of influencer marketing. First at Google and now in her current role, she is uniquely positioned to share her thoughts on the right influence mix and its place in culture, as she made clear in a recent interview.
Audio might feel new in the world of branding and marketing, but it has been an essential part of the way humans have developed a shared history. Cave paintings and early written languages of hieroglyphics get the lion's share of our attention when it comes to understanding communication in the ancient world. However, our earliest method to transfer information was spoken word, such as the renowned oral tradition African griots used to pass on customs, histories and procedures. The verbal or spoken word is linked to the aural or listening capability and establishes that the exchange and retention of shared history is a virtual loop. Today's obsession with storytelling permeating the worlds of marketing, design and content is a homage to the tradition of those griots.