Consumer trust in traditional advertising forms has significantly dwindled to the point of backlash. Ad-blocking adoption grew 48% in 2015 alone. Studies show that 83% of consumers not only trust recommendations from people they know, and they’re just as likely to take action on those recommendations. As a result, peer to peer (influencer and social media) marketing driven by a digital landscape o
f curated consumption where consumers’ attention is both fragmented and self-selected has overtaken all other other marketing forms in recent years. On average, for every $1 spent on peer to peer marketing returns $6,50, and that eclipses all other forms of marketing by far. (the right) Content is king! Having the right content is just as crucial as choosing the right influencers and channels for the success of peer to peer marketing. Brands must create a constant stream of content that is authentic, useful, engaging, and entertaining in order to effectively connect with their targeted audiences. While brands may be great at creating products and services, many are not inherently built to develop compelling content. This is where comes in.
