Fueled in part by an expanding ability to gauge performance across all media, influencer marketing has actually become one of the most measurable of the entire media mix. Brands have developed a degree of confidence previously lacking in recent years.
Irrespective of the challenges at the forefront of marketers' minds, one thing is for certain - with consumer expectations rising, there's never been a more important time for marketers to nail the CX.
Historically trends have been set and followed by public opinion and perception - the, ‘I want one of those’ movements - all driven by a the boom in mass communications from the early origins of the TV and radio, right through to our devices today. A nostalgic look back at old pictures or images is usually enough to make us a cringe just a little. As opinions change, so do trends. And vice versa. It’s a self-perpetuating cycle of movement that rarely operates at one speed and is almost impossible to tell where one ends and another begins.
Consumers have more power over brands than ever before. Social media gives them the ability to openly scrutinise or share their great experiences directly with a mass audience, while online shopping means brands are in an ongoing battle to cut prices, hold user attention, deliver products quickly and ultimately stay relevant to keep consumers loyal.