ITB x Influencer Intelligence x Festival of Marketing
ITB London’s Account Director, Aaron King, participated in a panel talk with Influencer Intelligence’s Head of Content, Sarah Penny, to discuss why it’s imperative to use quality data and analytics layered with expert human insight when building influencer marketing campaigns. The discussion opened with a conversation around how to identify the right influencers for a brand. Both concluded that the best place to start is by understanding the brand’s audience and using human aptitude in order to assess a person’s relevance and resonance with the campaign message. Other topics explored included influencer fraud, how to create campaigns with purpose and authentic talent partnerships.