Wednesday, February 28, 2024

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    Marketing Briefing: As influencer marketing RFPs mature, measurement, attribution and emerging trend strategies come into focus

    Brands’ influencer marketing requests for proposals (RFPs) are zeroing in on measurement and attribution as well as how influencer agencies and platforms will keep them abreast of emerging trends, according to influencer marketing execs, who say overall the RFPs are now much more sophisticated than previous years. Call it another ripple effect of influencer marketing maturation.

    As marketers continue to increase influencer marketing budgets — recent IAB research found that 44% of advertisers expect to increase influencer marketing spending this year, increasing budgets by roughly 25% — they’re rethinking the metrics of success for influencer marketing campaigns.

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