They’re called social media influencers for a reason. In a recent consumer survey, 95% of respondents said they looked to influencers for product inspiration, and 64% said they followed influencers specifically to learn about new products. So why do only one-third of retail marketing executives call influencer marketing “very” or “extremely” important to their strategy?

 Our newest survey report reveals a big piece of the puzzle: Most marketers find it difficult to connect influencer marketing with sales and measure the impact of investing in an influencer program. But that discounts the “concert effect,” which acknowledges that different touch points work in tandem. Our report reveals more:

• How retail marketing executives are measuring influencer marketing and sales
• The hurdles marketers are facing in measuring influencer impact
• Why marketers misunderstand the impact of influencers on sales
• Which platforms marketers say are influencing social commerce most

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