Ali Payani, is chief executive at Burbank-based digital marketing company LookinLA. The agency uses a data-driven approach to provide B2B and B2C marketing solutions for sustainable growth. Analyzing the current landscape, Payani said the next marketing trend is not about online influencers convincing peers to love a product, but brands developing authority in their markets. Payani spoke with the Business Journal about “authority marketing” and how the consumer landscape is changing. 

Question: What is authority marketing?


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