As we continue to sort through the results from Rubicon's recent research on Internet usage (link), we're finding interesting insights on how the web is developing. One insight is around the concept of Influencers.
When we first looked at the results of the survey, we thought they confirmed the Influencer idea. But after some more digging, our thinking has evolved. There are basically two schools of thought online about the influencing process. Some people say a small group of Influencers drive most consumer decisions. Others argue that the Influencer idea is a fantasy, and that ideas spread through society from random starting points, without a hierarchy.
The evidence from our research shows that both groups are wrong in important ways, especially when the web is taken into consideration. That has big implications for how companies market online, so we wrote about it. If you're interested in learning more, you can read the analysis on Rubicon's website here.
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Desember 07, 2008
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BalasHapusSocial media influencer marketing is still on the rise in 2021, but it has fundamentally changed since its initial rise a decade ago. Working to gain the most followers or seeking out influencer partners based on the size of their follower base is not the effective strategy.
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