Are bloggers/influencers, worth the money to influence consumers?
#1… it’s all about the situation, the context, and the bloggers/influencers.
#2… it’s most often, although not always, more about the content than the “influence.”
#3… everyone influences someone, so empower your customers, potential customers, and especially employees personal influence.
#4… most of what the marketing community refers to as “influence” is simply media. You are buying media impressions (hopefully contextual and/or interesting ones) so measure and invest in them that way.