Study: Effective influencer marketing requires authenticity

As consumers spend more and more time immersed in new and traditional media channels, marketers must find ways to pierce the clutter and build rapport. Here are some insights.

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Americans now spend an average of 11 hours a day—that’s nearly half of every single day—consuming some form of media.

They’re also devoting almost an hour a day exclusively to social networking.

That creates a challenge for organizations seeking to cut through online clutter—those bright images of aspirational travels, flashy new products and highly curated realities.

Increasingly, brand managers develop relationships with wise and authentic social media influencers who guide their followers through all the noise and the flashing lights. The right influencers deliver new and untapped markets, creating strong connections between brands and target audiences.

A new study, “Connections: Travel Influencers & Destination Marketing,” explores the relationship between brands and influencers. Although it’s focused on destination marketing, its lessons have wider applications for businesses that want to build authentic campaigns that resonate with consumers.

Finding the right partner

Not all partnerships between brands and influencers are the same.

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