Marketers like to repeat the quote, “I know I waste half of my ad budget, I just don’t know which half.” No one knows who first said it—it’s been attributed to a number of people—but the fact that it gets repeated so often is testament to how strongly it resonates.
So it shouldn’t be surprising that marketers like the idea of “influentials,” seemingly ordinary people who determine what others think, do and buy. A recent study of 1300 marketers found that 74% of them planned to invest in influencer marketing over the next 12 months.
