05/06/2021

Getting to the Heart of Influencer Marketing

Reflecting on its benefits for a business

The digital age has created more savvy consumers, and the barrage of advertising on top of the plenitude of content online can be a lot. Many consumers have learned to hide ads or they simply scroll past them to their content of choice. Most business owners know that digital marketing is a crucial part of any ad strategy, and branded content and influencer marketing continues to grow in the market, because consumers see that it’s different from traditional advertising.

Hardly anything stayed the same in 2020, and traditional advertising also has shifted. Advertiser Perceptions reported on the trend for 2021, based on a survey from late 2020.

“More than half of advertisers using paid branded content and influencers say doing so is more critical than it was a year ago. Throughout the second half of 2020, 32 percent increased spending on branded content and 25 percent spent more to back influencers. They’re now putting 20 percent of their digital budgets into the complementary practices, which is more than they put into any other digital channel (paid search is 14 percent, display 13 percent, paid social 12 percent, digital video 12 percent).”

Please select this link to read the complete article from The American Genius.