Influencer Marketing Is Killing Santa


It?s the final week of the Christmas season, and the holiday shopping advertisements are flowing through my inbox faster than startup pitches. While endorsements from celebrities occasionally show up, there is one uber-influencer that seems to appear more than any other. Jolly St. Nick, the rotund and red-clothed Santa character partially popularized by Coca-Cola, has traditionally been the endorsement of choice for marketing executives in the month of December.

But if Mavrck, Pixlee, and other startups have their way, that omnipresent santa will be replaced by your colleague or your next door neighbor ? and maybe even by you.

I have written a lot about the opening up of labor markets through algorithms and democratized finance, but one activity that has ironically resisted this movement has been marketing. There has always been a tension in advertising between showing the ideal and the ordinary. Just think of celebrities in make-up commercials…

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