Western & English Today

FALL 2018

W&E Today provides retailers and manufacturers with education and ideas that provoke innovation in the Western and English markets.

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NFLUENCER MARKETING ISN'T just the latest buzz in social media strat- egy or the next hack to beat the digital algorithm that's been killing users' or- ganic reach. In fact, there's nothing new about infl uencer marketing. Big brands and compa- nies have been utilizing the emotional connections between infl uential people — such as athletes, politi- cians, and celebrities — and their fans for decades. Social media platforms have ratcheted up our direct and immediate access to one another, made our world feel much smaller, and made previously untouchable people feel very accessible. is illu- sion of knowing someone is the tide that launched a thousand Kardashian products. ose were the early days of online infl uence. Marketing strategist and founder of The Cowgirl Diaries, Thea Larsen maps out the advantages of collaborating with online influencers to grow your audience, and just how to go about doing so . partnering up 28 Western & English Today FALL 2018 PHOTOGRAPHY: DANJA BARBER

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