Influencer Marketing agencies. All supply-side. No demand-side. Makes no sense.

When I look at all the agencies that have jumped on the ‘influencer marketing’ bandwagon over the past eighteen months I’m struck by the fact that they all appear to be from marketing backgrounds and none from either sales or better still buyer backgrounds. How can these agencies claim to know anything about the buyer experience? Then I realise they don’t claim that knowledge. They don’t even talk about the buyer experience. It’s irrelevant to them. They talk only about increasing a company’s marketing outreach. More and more collateral, more and more names in a database. All the focus is on the supply-side, totally ignoring the demand-side. It makes no sense at all.

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