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Where is the Listerine crisis management?It seems that the Listerine PR team have thrown Dixon under a bus. I can’t find any support for her situation.

Influencer advertising not influencer marketingInfluencer marketing is not influencer advertising. Influencer advertising is a subset of influencer marketing, but the subset does not speak for the whole category.The differences between Influencer marketing and influencer advertising have their roots in the differences between transactional marketing and relationship marketing.Influencer advertising is transactional and short-lived. Work is orientated around tent-pole campaign contracts between influencer and brand.

The important skill sets for influencer marketing are twofold: there are hard skills and soft skills.The hard skills are data-centric skills. That is looking under the bonnet and choosing influencers based on demographics, what they've produced before, their ratio between engagement of sponsored and organic content etc.The softer skills are crucial, too - building long-term and mutually beneficial, business-growth relationships.