Marketers launch trade association to protect influencer marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 12, 2019, 4:20 PM UTC

Influencer marketing is predicted to be a $10 billion business by 2020.

A group of marketing and communication professionals said they are starting a trade association for influencer marketing professionals aimed at creating industry benchmarks and addressing influencer fraud. This piece says that the Influencer Marketing Association (IMA) is open to membership by agencies and brands.

The association will offer its members a range of tools and resources, along with information about the best practices and measurement standards. IMA, which is being operated by a board of directors from companies including Unilever and Best Buy, has scheduled its first event in the coming year.

IMA’s board member Caitlin Melnick said that there are significant opportunities to leverage the practice across industries. He further added that the organisation would help establish “important benchmarks and additional guidelines which, to an extent, have been lacking.”

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