Online influencers were one of the stars of 2016 marketing, and 2017 should be another good year for them. According to a Linqia survey, almost half of marketers in the U.S. are planning to boost their influencer marketing budget next year, and only 4% say they plan to decrease. Although some question the overall effectiveness of the tactic, a related study by TapInfluence and Altimeter Group found that three-quarters of marketers believe ongoing ambassadorships to be the most effective use of influencers, followed by product reviews, and then brand mentions. (eMarketer)
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