Social shop offers marketers roadmap to the influence industry

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AUCKLAND, Friday: Leading PR & social agency Mango Communications is set to lift the lid on the influence industry in New Zealand with a three-part series, The Evolution of Influence, offering marketers a deep dive under the covers of the ‘insta-world’.

Mango MD Claudia Macdonald said: “The growth and prominence of the influence industry in the marketing mix is hard to ignore. For many, it’s shrouded in mystery, not only because of the pace at which it has become so prominent but also because it feels like it is poised to evolve again.

“Most of the marketers I deal with have questions about influencers – do they really have influence, are they here to stay, how do we get the best out of them?

“There’s a lot of confusion and because we have so much experience in this field, we thought it time to share it over three bite-sized sessions.”

“We have so much experience in this field, we thought it time to share it over three bite-sized sessions.”

The first session, The Business of Influence, kicks off on Tuesday 28 May and will look at best practice influencer marketing, what if offers and how to make it work harder for your business. It will include case studies and client insights.

The second session, Setting the Standard, aims to set the benchmark high with a call for consistency in  contracts, rate cards, deliverables and measurements. This working panel session brings together clients, influencers and talent agents to challenge the marketing and industry perspectives.

The final session in the series, The Evolution, is all about what’s next in the influencer space in New Zealand and the world, and the role businesses and industry leaders have in shaping it.

Mango head of digital & social Zoe Virtue says the learning series will essentially help inform, educate and determine the next phase of the influencer marketing.

“We are targeting this from all angles,” she says. “This series has been curated to explain what influencer marketing is, stimulate discussion around consistency and best practice while looking ahead at the trends likely to take a hold over the next year or two.”

Partnering with marketers, agencies and influencers, The Evolution of Influence will run between May and August.

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