Business
The words 'influencer marketing' are perhaps the most contentious in our industry today. Whether you love or loathe them, these popular figures have an undeniable place in the world of marketing. And given the statistics – 63% of brands plan to increase their budget for influencer marketing; by 2020 influencer marketing is expected to be a $10bn industry; in the past 3 years Google searches for ‘influencer marketing’ grew by 1500% - it's clear that influencer marketing is a force not to be ignored. Our recent panel event brought together industry leaders to discuss how brands can harness the power of influencer marketing and how to avoid potential pitfalls. Chaired by Gemma Glover, Head of Influencer Strategy at ENGINE, our guests included: Karl Loko – Influencer Adrienne Herbert – Influencer Zoe de Pass – Influencer Eleanor Wilcox – Social Media Manager, Next Louise Cole – General Counsel, ENGINE