According to R-Squared Digital, while still in its infancy phase, the influencer marketing industry is one of the fastest-growing segments of digital marketing. There are various definitions of influencer marketing and influencers, influencer tiers, how ROI is calculated, the benchmarks used and best practices.

The council aims to lead the process of consolidating these views in order to develop the following:
  • set guidelines, best practices and benchmarks for digital influencer marketing in South Africa
  • the empowerment of the media and marketing industry to make better digital decisions regarding best practice and standard definitions for influencers in the digital space.
IAB South Africa says that Rogovsky will be working closely with Zoe Soon from IAB Global VP Mobile Centre of Excellence (who is also overseeing this area of expertise) to co-develop and collaborate on projects.

"It is an honour to be part of the process, coordinating this discussion at a global level whereby industry standards will be set, all the while leading change in the influencer marketing industry alongside truly great industry leaders," adds Rogovsky.

The IAB Insight Series Event: Digital Influencer Marketing will take place at Kantar in Cape Town on Thursday, 28 November. The IAB SA Digital Influencer Committee lead will be the keynote speaker at the event.

You can view the IAB SA announcement here.

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