By Rami Hmadeh, CEO, Serviceplan Group Middle East

 

Influencer marketing might be a popular new way of getting word of your product out, but its roots are in the traditional word-of-mouth (WOM) approach that’s been relied upon to build trusted brands for decades. The essence of WOM is authenticity and reliability. When someone you know or trust recommends a service or a product, it carries weight. Historically, this medium was a challenging one for brands to influence. While celebrity endorsement adds credibility, it lacks authenticity and trust. Influencer marketing attempts to bridge this gap and, as a young medium, continues to evolve.

Published in Opinion Pieces