#E57 – CREATING INFLUENCER MARKETING SUCCESS: THE ZALANDO PERSPECTIVE

Influencer marketing has changed dramatically since the early days of bloggers and YouTube stars. As calls for diversity and representation increase across channels and mediums, the cookie-cutter image of an influencer is giving way to something broader and more reflective of the world we live in.

Speaking to Natalie Wills, Global Director of Marketing at Zalando, we’re taking a pragmatic look at the challenges brands face in the channel, especially as its scope increases, as well as unpacking some of the biggest issues in the industry right now.

We’re talking:

• How brands can avoid bandwagoning
• What Zalando are doing to ensure fair pay for creators
• The consumer backlash against influencers