Digital influencers are growing in significance for businesses looking to build buzz online, but these influencers are also growing more attuned to their own power and personal brands, says DBA chief operating officer Kendra Bracken-Ferguson. That means companies need to carefully cultivate relationships with influencers, and to make sure they find the right influencers for a given brand or product. "It's like a finely choreographed dance; each move builds towards the next and can't be hurried or rushed," she says.

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