New Ideas in Marketing
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Companies should focus on a curated audience that can pay better dividends 

Partnering with influencers who are specific to their product niche can help brands target the right audiences. Marketers can have a more personal relationship with the customer through smaller influencers who have a more dedicated following.

The author suggests that marketers should look to create partnerships with influencers who share common values with the brand. But the relationship should be assessed based on how the influencers treat the partnership and whether they remain open to communication. 

The article suggests that brands need to measure their tangible benefits like impressions or click-through rates created by each influencer. By having a clear view of how specific business goals are impacted, marketers can understand the value that a specific influencer brings to the table.

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[3 minute read]

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