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I hear a lot of buzz about influencer marketing — how it has evolved, how it comes in different flavors and how brands are using it — but I never hear anyone talk about Google’s plans to change it… dramatically!
An Emerging Channel When brands first began to capitalize on the power of influencer marketing, they tried to do so with casual and subtle efforts that often included complimentary products or other perks. Moreover, they usually kept their efforts “under the radar.” Traditional blogger outreach programs are a good example of this, where brands would give product samples to bloggers in exchange for a blog post or two.
But traditional blogger outreach has changed considerably. Large blogger communities like Triberr, Sverve and TapInfluence have evolved into transparent marketplaces where influencers and brands can collaborate to develop content and get the word out. Such marketplaces allow influencers to post their offerings, audiences and pricing so that brands can select the profiles that best align with their needs....
Daniel Newman takes a look at the evolution of influencer marketing and how Google could shake it up dramatically.