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Unlike other marketing techniques that old-timers railed against as they emerged, no one’s saying influencer marketing should go away. But marketing insiders are saying to pay attention to results and decide if Kim Kardashian and her ilk are worth their astronomical fees.
“While influencer marketing might be the marketing trend du jour, companies should proceed with caution,” says Mitch Fanning, VP of marketing at lead gen software as a service (SaaS) company Clickback.
He cites a June 2017 study of influencers on Instagram from NewsWhip that showed the celebrities and other thought leaders...