The right (and wrong) way to get influencers involved in your marketing plan

Influencers, be they esports players or YouTube personalities, are attracting huge groups of fans. That makes them a tantalizing target for marketers looking to engage their young audiences.

But no so fast! You can’t just hire an influencer to shill your product and expect a good result. At least that’s what we learned from three people who know all about influencers at our GamesBeat 2016 conference in Ranchos Palos Verde, California.