Paul Gillin: Trivializing influence

Trivializing influence The topic of online influence has suddenly become red hot as marketers have awakened to the reality that third-party validation by peers and experts is at least as important as marketing messages in customers’ decision-making. Not surprising, an important concept is quickly spiraling out of control. A number of free services with such […]

Influencer Marketing Quotes of the Week

“The problem is, decision-making is really complex, and it’s difficult to pick out when and where influence happens. One thing’s for sure – it happens multiple times over multiple occasions. So you have to find all of the people that influence over the decision lifecycle. That’s one of the things that makes B2B influence different […]

Q&A with the Review: Influencer50’s Duncan Brown

This is the second interview in our new ‘Q&A with the Review’ series. We were fortunate to be able to start the series off with Amanda Maksymiw, and now we’ve managed to get some time with Duncan Brown, co-author of “Influencer Marketing: Who Really Influences Your Customers?” and Influencer50’s Managing Director for Europe.  IMR: Thanks […]

Where Are Your Company’s Influencers? It Depends on the Price Point

Crowdtap CEO Brandon Evans wrote a post on AdAge a little while ago titled “Why Influencer Marketing Isn’t About ‘Influencers’.” It’s a cogent, well-written post that you should definitely read if you haven’t already. He said there that “[m]ost consumers’ purchase decisions are not influenced by someone who tweets frequently or scores high on Klout, but […]

Peyman Nilforoush: The massive potential of word-of-mouth

Peyman’s focus on bloggers alone feels a tad simplistic, but there are still some great points here.  The massive potential of word-of-mouth McKinsey and Company recently reported that word-of-mouth (WOM) was the primary factor behind 20-50 percent of all purchasing decisions, particularly those involving relatively expensive products that required more research and consideration (i.e., considered purchase). […]

Brandon Evans: Why Influencer Marketing Isn’t About the ‘Influencers’

It may seem strange for us to share this post here given its title. But it raises some great points and questions about influencing consumer purchasing decisions in B2C (and only B2C) markets. And while we’ve always thought it highly misleading to deem or call people “influencers” based merely on their Klout scores, Brandon appears to […]

Steve Olenski: Social Media and Word of Mouth Marketing May Not Be the Same But…

Slightly altering my thinking, I now think social media and word of mouth marketing may not be the same per se but… they are related for sure. Not like Uncle Earl who gave you socks instead of toys when you were a kid; no social media and word of mouth marketing a lot closer than […]

Entrepreneur Magazine: Using Influencer Marketing, by Jason Stewart

It’s great to see Entrepreneur Magazine in South Africa covering the topic of Influencer Marketing. Here’s a thought-provoking post by Jason Stewart from a sociological point of view: How to tap into your customers to grow your brand. New trends, societal changes and major shifts in beliefs are all generated by various stimuli. Yet what remains consistent is that […]