Influencer marketing has become one of the most powerful tools in marketing and many of the world’s biggest brands are finding unique ways to strategize around this new channel and navigate its integration into the broader marketing mix. In this Videonomics series, I talk to several top digital marketers about how influencers fit into their overall strategy and about some of the key learnings and best practices they’ve discovered along the way.Featured in the video are:

• Noah Mallin, Head of Social, North America, MEC
• Josh Messinger, Founder, VMA
• Adib Abrahim, Director of Digital, American Airlines
• Jason DaWayne Smith, Senior Partner, Director of Digital Investment, Mindshare
• Raakhi Agrawal, Head of Digital, Beverage Division, Nestle
• Michael Smith, Head of Digital, Gatorade
• Robin Bennefield, Senior Manager, Managing Editor, Marriott

Some of the key takeaways include:

• The power of mid-tier influencers and core subject matter experts
• Using data to connect the right people to the right time and place
• Partnering with people who have genuine passion about your brand
• Brands as publishers with vertically focused editorial
• Going beyond the influencer - understanding their audience
• Empowering your core customers and advocates through real world experiences