The world has changed. Social media and e-commerce have given rise to a new kind of consumer i.e. the Smart Shopper. Instead of looking at companies to provide information, the Smart Shopper looks up to peers and friends to provide first-hand insights. Each time consumer refers to an online review, even when shopping offline, we see the power of influencer marketing. We all know influencer marketing is harnessing the power of first-person insights to dramatically influence purchase decisions. The big question is how effective is influencer marketing.

Most organizations approach Influencer Engagement as commercial transactions. And, expect influencers to do their bidding. There is no denying that commercial aspects are important. However, influencer engagement cannot be treated the same way as a celebrity endorsement. Influencing is a very subtle art form that requires the influencer to maintain his or her disassociation from the brand.