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What is it worth? The value chasm between brand and influencers
Journal of Brand Strategy,
3
(1),
31-40
(2014)
Abstract
The concept of sponsored social media is growing in popularity and investment level, as marketers realise that traditional display advertising is dead or dying. The category includes individual influencers as well as mainstream publishers, and features campaigns that are becoming more sophisticated and being executed through a variety of media and platforms. Above all, quality is king for both marketers and influencers and compensation for social media posts is becoming expected, if not required.
Keywords: sponsored social; content marketing; scalability; native advertising; influencer marketing
The full article is available to subscribers to the journal.
Author's Biography
Ryan Schram is Chief Operating Officer for IZEA and responsible for a range of disciplines, including global client development, corporate strategy, customer success, marketing communications, mergers and acquisitions and talent acquisition/retention. Nearing two decades of leadership across media, marketing and technology, Ryan has an established track record of driving growth, efficiency and profitability for leading-edge companies. In addition to his responsibilities at IZEA, Ryan has been actively involved as a board member, adviser and mentor in leading marketing technology companies such as TechStars Mobility, StageLeap, ProfitStreams and Stratos. Prior to joining IZEA, Ryan served as Group Vice President at the prominent digital engagement agency HelloWorld (part of the Dentsu-Aegis Network) as well as held a variety of leadership positions at CBS/Westwood One and Clear Channel Media + Entertainment (now iHeartMedia). Recognised by Crain’s as a 2017 ‘40 Under 40’ awardee, his work has been regularly featured in the Wall Street Journal, Fast Company, Ad Age and Adweek. Ryan is a graduate of the Eli Broad College of Business at Michigan State University (BA, Management) and is actively involved in community philanthropic ventures both in the Greater Detroit Area and in IZEA’s home base of Central Florida.
