Influencers’ power is growing within e-commerce. Posts by influencers—defined as people who are well-respected in a specific industry or the general public and have the ability to influence the buying behavior of others—are responsible for a threefold uplift in sales, according to a study by Collective Bias and in partnership with Inmar. And BI Intelligence reports that affiliate marketing outperformed social commerce and display advertising with 15% of digital media revenue coming from the channel.

As influencer marketing matures, more retailers are seeking ways to quantify their results by using advanced influencer-centric tools, such as cookie-less tracking or forced exclusives coupons, to aid promotions on social channels and to measure the return on their investment,” says Alexandra Forsch, vice president at Awin US, a performance marketing network. And that requires retailers to emphasize…

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