Today, our industry has reduced the powers of relationship marketing down to traditional influencer marketing, which is rooted in transactional partnerships between influencers and brands. The problem with this narrow channel is that it doesn’t account for the infinite ways that brands can tap into their own organic fan base, one of the most powerful sources of authentic influence and brand advocacy. In many ways, the fan is the ultimate influencer, and leveraging their power is the best influencer marketing tactic around.
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