Leveraging the power of influencers in marketing campaigns is not new. In traditional marketing, influencers were usually media celebrities – actors, sports figures, and musical artists. Marketers hired these celebrities as spokespeople to hawk their brands and products, using them in broadcast and print media or engaging them for public appearances, talk shows, and media tours.
Alvin Toffler could have been talking about the world of Marketing when he wrote Future Shock. Marketing as we know it seems to be evolving faster than ever. New buzzwords and new ideas on established Marketing principles abound. Can a day go by without us hearing about big data, changes in the consumer decision journey, native advertising, programmatic media buying, storytelling, the importance of content, etc.?