American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

How much more effective can influencer marketing be compared to banner advertising?

1. Significantly less effective

2. About the same

3. Several fold more effective

4. Only slightly more effective

The correct answer is: Significantly less effective

Influencer marketing is recognized for its ability to authentically engage audiences and foster trust because influencers typically have established relationships with their followers. This level of engagement often leads to higher conversion rates than traditional methods like banner advertising, which tends to have lower click-through rates and may be seen as intrusive or irrelevant by users. The comparison reflects that influencer marketing can result in several fold greater effectiveness, capitalizing on personalized content and the credibility of the influencer to drive substantial brand awareness and customer loyalty. This driving force makes it a compelling choice for marketers aiming for deeper consumer connections, which contrasts sharply with the performance of standard banner ads that typically struggle to capture audience interest and action in the same way. Therefore, influencer marketing is generally seen as significantly more effective than standard forms of advertising, including banner ads.