In this episode of Micka on Influence, host Micka Alexander sits down with Evan Kotton, Digital Media Strategist at Mediology, to explore how influencer marketing continues to evolve in today’s media landscape. With over a decade of experience in digital marketing, Evan shares how his career began in the early days of Facebook advertising and how he has witnessed social media grow from a new communication channel into one of the most powerful tools in brand storytelling. He unpacks the human element behind influencer marketing — the power of authenticity, real connections, and why “people do business withpeople.” The conversation dives deep into the strategic side of influencer campaigns, from selecting the right creators and building multi-tiered influencer mixes to ensuring paid media amplification turns great content into impactful results. Evan highlights the importance of awareness over vanity metrics and explains how data, creativity, and storytelling come together to drive real business outcomes. He also touches on common misconceptions — such as relying solely on influencer posts without supporting media — and stresses the need for a balanced, ecosystem-driven approach that integrates traditional and digital marketing. Finally, Evan and Micka explore the future of influencer marketing in an AI-driven world. They discuss how digital tools are transforming content creation, what creativity still means in the age of automation, and why authenticity remains the one thing technology can not replicate. Whether you’re a marketer, creator, or brand leader, this episode offers fresh insights into the evolving intersection of media, influence, and human connection.