“Influencer marketing”, Emilie explains, is “human to human marketing, the word of mouth 2.0 if you wish. A brand is no longer what we tell our customers it is, it is what customers tell each other it is.” A recent study by Nielsen market research shows that 90% of people trust peer recommendations, whereas only 33% trust ads. The recommendation is therefore to have a healthy marketing mix; and to listen out for brand ambassadors.