We were not aware that influencer marketing was such a hot mess, but after doing just a tiny bit of research, well it turns out that it maybe isn’t all that it’s cracked up to be (normally by those in the influencer business), and possibly it’s a waste of time and money (on the other extreme.

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On the one hand, you’ve got people like Brian Sutter, writing for Forbes, who makes the claim that influencer marketing is the next best thing since sliced bread.

You bet. Influencer marketing works extremely well. That’s probably why heavyweights like Lee Odden, author of “Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing,” named influencer marketing (specifically influencer content co-creation) as one of his top predictions for content marketing in 2016.

Now, I’m not sure who Lee Odden is, I’m not buying his book, and I know that we might be guilty of slanting our own articles to favor our products, or maybe even our friends’ products at some time or another, but not without telling you that’s the case.

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As a matter of fact, the FTC is putting the smackdown on these unreported influencers, starting with a hefty fine of Lord & Taylors a few months back, for not disclosing that they paid a few people to wear some outfits to influence the public at large in their decision to buy those same outfits.

On the other side of the coin, Dom Burch, writing for The Drum, calls bullshit on the whole influencer marketing trend. 

Let’s be honest, influencer marketing is simply the latest fad in the never-ending pursuit of finding a shortcut.

That’s why so many marketing folk are drawn to it.

Everyone wants a quick win.

What do you think?  Should we get a bunch of influencers to tell you about how great mobile wallet marketing is?

How much it can do for your company?  How it’s the one thing that makes a small business owner have the equivalent of an app without spending the time or the money to create and support an app?  How the results are like unicorns pooping glitter in the sunlit meadows and grassy vales, err, sorry, got a little carried away, or maybe confused, I’m not sure which.