In this conversation, Danielle Wiley and Casey Benedict explore the evolving landscape of influencer marketing, focusing on the tension between performance metrics and brand awareness. They discuss the historical context of influencer marketing, the importance of understanding consumer behavior, and the challenges faced by agencies in meeting client expectations. The conversation highlights the need for a balanced approach that values both awareness and conversion, while also addressing the unique challenges influencers face in content creation. The speakers emphasize the importance of technology in refining metrics and the necessity of adapting strategies for traditional brands in a digital-first world.

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