인플루언서 마케팅 : 과제 및 전망

The aim of this study is to assess the space occupied by influencer marketing today and the challenges and impact that this method represents.

Strategies, latest trends and current challenges will be analysed.

It seeks to answer the following questions:

• What are the challenges of influencer marketing and how can a company position itself?
• Who are the players in the influencer marketing value chain?
• How can influencer marketing effectively reach consumers and what are the strategies of the players involved?
• What are the latest trends and opportunities in influencer marketing?
• What are the challenges of influencer marketing?
• How is influencer marketing regulated?

Table of Contents

Executive Summary

1. Positioning influencer marketing

• Consumer transformation
• Digital advertising VS traditional advertising
• Definition and market
• Usefulness and objectives
• Indicators

2. The challenges of influencer marketing

• 2.1. Collaboration and content
• 2.2. Influencer marketing players
• 2.3. The different areas of influencer marketing
• 2.4. Financial aspects of influencer marketing

3. Influencer marketing strategies: case studies

4. Latest trends and opportunities

• Brand Yourself
• New areas to conquer
• Role of AI
• Virtual influencers

5. Influencer marketing issues

• 5.1. Influence scams
• 5.2. Regulating influencer marketing worldwide

6. Conclusion

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