I think we can agree that:
Advertising is more expensive than ever, and in many cases, less effective than ever.
This led marketers toward creating content to gain attention, but the subsequent glut has produced an epoch where upwards of 80% of content fails.
Now, the new game in town is influencer marketing. Here’s how we define it at Convince & Convert:
Influencer Marketing Definition:
The use of people (employees, customers, third parties) to amplify business messages and drive desirable behavior among target audiences.
Influencer Marketing vs. Word of Mouth:
Is word of mouth the same as influencer marketing? Is influencer marketing a type of word of mouth? How do they work together, if they do at all? I’ve created a new, unified theory of word of mouth strategy, with a corresponding graphic, to help sort through these questions.
The Unified Theory of Word of Mouth Strategy
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