Digital Influence: Why Marketers Should Care?
It seems everyone wants to know what makes someone influential in the digital sphere, and also what do with this so-called influence. As we begin to answer these questions, we need to also convey and accept the important role they play for marketers presently and going forward.
There are many reasons and theories to suggest that influence moves the online and offline world, and these reasons should force all marketing departments to pay close attention. The underlying point is that when we are online we trust certain strangers to influence our opinions and consumer behavior.
Beyond purchasing decisions we rely on influencers to receive much of our daily news, and subsequent insight on the majority of current events across many sectors. For marketers to truly find success they need to not only embrace the online world, but they need to understand the power of influence.
51% of searches on the internet are looking for recommendations for something. Consider that number against the amount of searches that occur on the internet every day or even every hour. One could argue that the main predominant purpose of search engines is to connect us with influencers and opinion. This alone should turn a lot of heads in the marketing world.
Marketers need to wrap their minds around the context of influence to determine its effectiveness and reach. They need to differentiate a influencer per topic or sector, and assure that they are legit and used only for their topic of influence. Category, relevance and audience are key factors for marketers to chew on when determining influence.
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