Are influencer partnerships the inevitable future of business?

That’s why the rise of “micro” influencers, with follower counts between 10,000 and 100,000 and “mid-tier” influencers, with followings up to a half-million, have become valuable levers for driving revenue. Not only are these content creators more financially accessible to hire, but smaller personalities can often connect with passionate, niche communities.

“I’ve worked personally on campaigns up to £150,000 ($182,000) over a period of up to six months, or ambassadorships with a list of macro talents,” says Gorbould. “But then you have your one-off collaborations with micro influencers, where they could be doing something for £300 ($365).”

If brands decide to take the influencer partnerships offline to traditional channels, like advertising or event appearances, or if they choose to include exclusivity and usage rights that prevent influencers from promoting competitive products, it can get expensive. Still, the diversity of marketing opportunities remains appealing. “Everything can be monetized,” says Gorbould.

“In a world where consumer attention is fragmented and fleeting, influencers are emerging as a beacon of authenticity and relatability, offering a human touch that conventional corporate communications often lack,” says Karen Freberg, a professor of strategic communication at the University of Louisville , US. “Consumers, accustomed to the predictability of

Small Businesses Must Embrace Digital Marketing

As a small business owner myself, if there is one thing I believe, it is that small businesses have no choice but to embrace digital marketing.

Canadian small businesses are facing an unprecedented confluence of reverse factors today.

The long-standing ripple effects of the pandemic, an impacted economy, declining consumer spending and interest rate hikes are impacting these businesses more than ever. It’s a time when every dollar spent carries greater significance, often marking the difference between survival and closure.

During this sink or swim time period, traditional marketing tactics like public relations, although tried and true, require consistency and financial resources to continually test new campaigns. I’m not naive enough to think that every small business has the financial flexibility for this.

Digital ads might seem appealing with their “set it and forget it” approach, but they, too, demand patience to produce results. Immediate returns on investment aren’t guaranteed, so I wouldn’t suggest relying on this tactic as your first line of defense.

Digital marketing on the other hand?

The liferaft in turbulent waters when it comes to fostering small business growth during volatile economic times.

Here’s why.

The shifting paradigm

You’ve heard it before and I’ll tell you