Influencer marketing is coming of age, but not an adult just yet.
Making its way through the stroppy teen years of regulatory issues and Kim Kardashian, it is now cementing itself as a serious – and lucrative – marketing channel.
Scott Guthrie, Director General of the Influencer Marketing Trade Body (IMTB) joins the Performance Marketing Unlocked podcast to give us a behind the scenes glimpse of the rapidly growing industry.
He warns of the deification of data, reveals why follower count is overrated, and explains the significance of the IMTB being the first new member to join CAP (Committee of Advertising Practice) in over a decade.
Plus, he takes on Perla Bloom's (EA Games) Resell Me a Pen challenge with the floppy disk!
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