When looking for guidance on large or infrequent purchases, some people (not many, statistically) will click on ads. More will turn to Google. But most will seek advice from experts they trust.
That’s the essential insight behind influencer marketing, which began to really take off in late 2015.
Marketers started making efforts to identify the most influential people online in their market space, reach out to those individuals, and build business relationships. It was often effective, but also an inefficient, time-consuming, exhausting manual process.
Realizing there had to be a better, more organized way to approach this strategy, three entrepreneurial influencer marketing professionals decided to build a platform that would streamline and simplify these efforts. Here’s the story of James Creech and the team behind Paladin Software.