Forrester suggests we're experiencing a crisis of trust, worsened by a lack of transparency, and amplified by the speed and power of digital. Not surprisingly, influencer marketing is caught in the crosshairs of this battle to restore consumer trust, control and loyalty.

At the heart of GDPR and California's Consumer Right to Privacy Act 2018 (a GDPR-like law that the state's voters will consider in November) is a simple and appropriate concept: consumers ought to have a say in how companies use their personal information. Although still somewhat vague, supposedly GDPR places the spotlight on consumer privacy by forcing action around consent.

Almost everyone is into digital marketing these days. Yet, as a matter of fact, most of the digital marketers feel their efforts are just slightly better than "meh."