Thanks for a really interesting post!

I think many companies, especially within e-com, working with influencer marketing have a lot to gain from having their marketing, PR and e-com departments work much closer together utilizing data and content from each other’s initiatives to increase ROI on their respective investments. Today I see many companies working in silos where the marketing team is often purchasing influencer marketing like a traditional ad buy while PR is often handling influencer relations, seeding and occasional campaigns (both selecting and evaluating influencers based on reach/engagement) while the e-com department often handles the performance/affiliate marketing (which is evaluated on cost of sale). I think these companies have a lot to gain from working more like smaller DTC brands where one or a few people work closely to handle these areas together using cost of sale data from their performance marketing (which takes both an influencer’s conversion rate and average order value into account) to select the influencers who are “on brand” and have the right reach for their marketing and PR initiatives.

Thank you
Gustav