Marketing
February 15, 2019
Marketers are looking for more authentic influencers. Image source: Talkwalker
By Sarah Ramirez
Less than a third of brands and agencies have an official influencer program in place, despite the field’s rapid growth in recent years.
{"ct":"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","iv":"c9276903c1a05a1c34b5ad2c48a36b0a","s":"739c6120db633d47"}
Share your thoughts. Click here