The influence of our friends, family, coworkers, celebrities, brands.
Whether we realize it or not, their thoughts, actions, and opinions have an impact on our own and for us marketers, this creates an invaluable opportunity to reach our audiences.
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Simply put, influencer marketing is the act of targeting specific individuals or companies that don’t buy from you, but impact the decision making of those who do.
In other words, if a CEO is heavily influenced by his Director of Talent, a brand would create content and campaigns to build awareness with and win over the Director in hopes that they will, in turn, recommend them to their CEO.