The rise of influencer marketing

The word ‘influencer’ almost always throws up associations to the B2C world with young fashionistas and beauty bloggers flogging the latest piece of merchandise they’ve received through the post. Perhaps that’s why influencer marketing in the B2B space has been slow to galvanize momentum and receives a fair degree of skepticism about how it can benefit businesses selling products such as tech. But as social media scales influencers into realms they could never have previously accessed, are the marketers who’ve cautiously distanced themselves from the approach beginning to come round?