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":"029b9d683d80490decab655832cab56a","s":"da9be1b99cf9b349"}
Share your thoughts. Click here