Influencer Marketing Faces a Challenge: Inauthenticity

Finding an authentic influencer is a challenge for many brands. Not only do sponsors want to work with influencers that have a real and engaged following, they want to have their product naturally align with their lifestyle. This may seem easy to pinpoint at first glance, but with the influx of paid followers, inactive accounts as followers, bots, and inauthentic content creation, a brand must complete extensive research in order to be strategic in picking which influencers will be the face of their brand.

How a Brand Can Enhance Their Long-Term Sponsorship

One way a brand can enhance their long-term partnership is by investing in technology that will increase their impact and brand presence with the sponsorship. Consumers are always intrigued by new technology implemented by brands-especially if it is enhancing their fan experience. MKTG uses a unique case study to showcase how a long-term sponsor enhanced their sponsorship awareness by introducing new tech.

#HumansOfMKTG Roundtable: New Tech in HUMAN Data Measurement

New technologies are emerging in the event space to better understand the thoughts, actions and habits of consumers and how this can affect the development of on-site activations. On-site experiences are about connecting the consumer to a brand and creating a relationship that extends beyond the present moment. The technology we discuss at our Roundtable is bridging the gap between collecting passive data such as impressions to collecting active data—the human impact—such as emotions and consumer behavior which ultimately assists in the tailoring of experiences to what the consumer wants.