Influencer Marketing Is About Data, Not Celebrity Deals - eMarketer

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eMarketer Interview

Influencer Marketing Is About Data, Not Celebrity Deals

Preview from eMarketer PRO

An interview with

Rob Trauber

CEO, Johnny Was


Interview summary

Zackary CantorDirector, Decision SciencesGlobalWide Media The influencer marketing space shows no signs of slowing down. But to have a successful strategy, brands need more than just celebrity endorsements. Identifying the right influencers is a science that relies on complex data, not just the number of social media followers a user has—that’s why influencer platforms are becoming key components of companies’ marketing stacks. Rob Trauber, CEO of apparel brand Johnny Was, and Zackary Cantor, director of decision sciences at digital marketing company GlobalWide Media, spoke with eMarketer’s Maria Minsker about the value of influencer marketing technology.


eMarketer: Why should brands invest in influencer marketing technology?

Zackary Cantor: Influencer marketing often involves buying a list of influencer contacts and paying them to promote or support a product. But there’s more to it than that. An influencer marketing platform can help brands leverage data to guide the conversation between consumers and influencers.