What an Influencer Looks Like in 2022: The Zalando Perspective
Influencer Marketing Talks
English - April 13, 2022 04:00 - 34 minutes - 46.8 MB - ★★★★★ - 9 ratingsMarketing Business Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Previous Episode: Age Inclusion: Is Fashion Missing a Valuable Market?
Next Episode: Influencer Marketing: A Branding or Performance Channel?
Influencer marketing has changed dramatically since the early days of bloggers and YouTube stars. As calls for diversity and representation increase across channels and mediums, the cookie-cutter image of an influencer is giving way to something broader and more reflective of the world we live in.
Speaking to Natalie Wills, Global Director of Marketing at Zalando, we’re taking a pragmatic look at the challenges brands face in the channel, especially as its scope increases, as well as unpacking some of the biggest issues in the industry right now.
We’re talking:
How brands can avoid bandwagoning
What Zalando are doing to ensure fair pay for creators
The consumer backlash against influencers