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61% of marketing spending goes on paid media, however only 22% of customers trust ads, according to an infographic by Traackr.
This shows a substantial divide between spending and impact. Authoritative content was the most trusted with 51%.
The study also showed that IBM, Asos and P&G are among the 6 brands that got it right when it comes to influencer marketing.
See the full infographic below:
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