South Africa, Jan. 27 -- Using influencers to build your brand credibility is very different from using influencers to create awareness for a new product launch. Furthermore, influencer marketing is not a one-size-fits-all channel. It succeeds in myriad ways for myriad reasons and, just as our personal relationships are complex and varied, so too are consumers' relationships with influencers.

These are the two most important things marketers should remember about influencer marketing, according to HaveYouHeard Co-Founder and Head of Strategy, Ryan McFadyen.

"Advertisers and their agencies - like HaveYouHeard - use influencer marketing because we hope to Influence people. Yet, we know that both people and what influences them is much bro...