The Cost Of Flying Blind In Influencer Marketing [Forbes]
PepsiCo, Inc. (PEP)
Last pepsico, inc. earnings: 4/28 06:03 am
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Source: Forbes
It has already surpassed $250 billion , and some projections suggest it could reach $600 billion by 2030. Influencer marketing now plays a central role, shaping culture, driving product discovery, and taking a larger share of marketing budgets. Yet inside executive meetings, one question remains: what is influencer marketing actually delivering? As investment increases, leaders are being asked to make larger budget decisions without clear visibility into performance. The growth of the channel stands in contrast to ongoing challenges in measurement. According to CreatorIQ research , nearly one-third of marketers cite measuring creator performance as their top roadblock, even as pressure to demonstrate return on investment continues to grow. The Measurement Gap Despite its scale, influencer marketing is still often measured using impressions and engagement. Reach can look compelling in a presentation, and viral content can generate attention. But these metrics do not show how a
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