Today on 3-Minute Marketing, I'm sitting down with Alex Morrison. He's currently CMO at PearPop, an on-demand creator collaboration platform. Prior to joining PearPop, Alex has had a remarkable career agency-side, serving in leadership positions at firms like Grey Group, R/GA, AgencyNet and J Walter Thompson. Alex has first-hand experience seeing the impact of great influencer marketing and is stoked about how brands can benefit from partnering with creators at scale. So I asked him, "What is the future of commerce and why are creators the core of that engine?" Show notes: Creators who have influence can engage audiences from their unique worldview and perspective. This is particularly enticing for eCommerce and D2C brands, who are trying to reach consumers in an increasingly noisy and competitive environment. Creators can add credibility and authenticity to a brand while showing real use cases of a company's product. You can create a "surround sound" effect by having 100's or even 1000's of influencers sharing and mentioning your site or product. It's hard to work with mid-tier and long-tail creators at scale, so most brands fall back on paying a premium to top tier influencers. But mid-tier influencers actually tend to generate the best CPAs and ROI. PearPop allows marketers to solve this challenge and attract/activate creators at scale and track exactly which influencers are driving results. You can try it out for yourself at pearpop.com/business.

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