Influence Marketing

Influencer marketing is a great way for companies to boost their reach and get their name out to the world. Tapping into the social followings of celebrities and social media icons is an effective way to get new fans and customers, and while it may feel like it’s at its height right now, influencer marketing actually has an old history. In fact, it dates all the way back to the 1700s.

Related: How to Create a Successful Influencer Marketing Campaign

The famous potter and entrepreneur Josiah Wedgwood tapped into royalty, getting kings, queens and other nobles to endorse his pottery line. Later, in 1905, Fatty Arbuckle, an American silent film actor, comedian, director and screenwriter, became the first recorded celebrity to endorse a product, which was Murad Cigarettes.

But today, when we think of “celebrity” or “influencer,” stars such as Selena Gomez, Cristiano Ronaldo and DJ Khaled come to mind. And that’s because these celebrities have followings so massive, an endorsement or ad by them is sure to get customers swayed to buy a product or try a service.

While influencer marketing may have started long ago, with the help of social media, it’s reaching new heights today — and it has created an entirely new genre of celebrity. There are a number of famous individuals today who found their fame only because of social media, such as YouTuber Lilly Singh and Vine star Andrew Bachelor. These influencers may be even more effective than celebrities when it comes to endorsing a product — 70 percent of teenage YouTube subscribers say that these influencers are more relatable than celebrities.

To learn more about the evolution of influencers, check out’s infographic below.

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Three Keys to Best-in-Class Marketing Budgets Keys to Best-in-Class Marketing Budgets aren’t sexy, but they are one of the major prerequisites of high-performing marketing organizations.

And the trick to developing a best-in-class marketing budget is, first, to form a new conceptualization of what marketing is; then, to know the correct budget type for your growth stage; and, finally, to understand the power of stretch budgets.

If you can master those three keys, you’ll create a best-in-class marketing budget—and be well on your way to marketing success.

1. The best marketing budgets start with new ideas about what Marketing is

It’s no surprise that high-performing marketers average 14 marketing tools, double that of underperformers, according to the State of Marketing 2017 report by Salesforce. Moreover, high-performing marketing organizations plan to increase their spending on tools and technology in the coming year, the report also found.

So, those high-performers have not only larger budgets already but also plans to grow those budgets significantly still.

Best-in-class marketing budgets don’t just happen; the highest levels of the business support them. We have all tried to ask for more money—only to be told “no.” High-performers don’t have that issue because their executives have a better understanding of what it takes to be a high-performing marketing organizing.

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