One on One: Janet Comenos, Spotted, On Celebrity Endorsements
How do you choose the right celebrity to represent your brand?
Hint: Your CEO's favorite movie star may not always be the best choice (in many cases, it isn't). But these judgement calls – the ones made off internal preference, rather than data – are more common than you'd think.
When celebrity endorsements fall flat, it can be a big deal for your bottom line, especially if it gets bad press. And during a time when social media can make or break a brand, it's important more marketers to think carefully about how they position themselves to the public.
DMN sits down with Janet Comenos, CEO and co-founder, Spotted, to discuss the differences between influencer marketing and endorsements, and how brands can use data to make more informed decisions when creating campaigns.