Creator marketing has the reach — CMOs want the rigor
Whenever ad dollars swell around new channels — search, social, email — the industry reaches for the same playbook: cut out the middle, get closer to the source, and stop paying for junk reach. The creator economy is no different.
Marketers aren’t just experimenting with creators anymore, they’re institutionalizing them. As that happens, conversations about them have moved upstream, from community managers to CMOs. And so has the strategy. Affinity is no longer enough.
What matters now is control, consistency and minimizing risk.
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