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Podcast: HBR On Strategy
Episode: How to Incorporate Influencers into Your Marketing Strategy
Description: Online influencers are an increasingly important way for companies to find new customers and drive sales. But if you’re a marketer hoping to target consumers, it’s important to understand how the social media industry works.
In this episode, Emily Hund, a researcher at the University of Pennsylvania, explains that influencers grew out of Great Recession-era job cuts that forced people in creative fields to innovate.
She offers advice for brands developing influencer marketing strategies. You’ll learn how to find the right influencer for your brand and how to measure success. Hund recommends starti...