As influencer marketing becomes an increasingly vital component of marketers’ media plans, massive unresolved issues with campaign measurement and influencer selection continue to limit its potential effectiveness.
Of 83 client-side marketers polled by Digiday this April, 27% said the biggest obstacle to influencer marketing is measuring campaign performance while the same amount said they struggle to find the right influencers to work with. Related to effectives, one in five marketers identified their biggest challenge as understanding if an influencer is actually, well, influential.
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