Influencer marketing is on the rise. In fact, a recent survey found that since the pandemic began, nearly 60% of consumers noticed more sponsored content from influencers. But misconceptions about quantifying the benefits of influencer marketing, finite marketing budgets and limitations in its ability to be a targeted marketing strategy have marketers wondering how they can know who the right influencers are, and more importantly, how they can measure a return on investment?

To better understand the challenges and opportunities in influencer marketing, Inmar Intelligence partnered with Retail Dive’s studioID to survey nearly 300 retail executives about their influencer strategy. Inside the report: 

• Three misconceptions in influencer marketing and the new reality for each 
• How brands can quantify the benefits of influencer marketing
• The marketing budget, and how to include an influencer strategy