Zachary Reiss Davis: Penny Arcade’s Influence on Tech products vs. Forrester Research

Your perpetually-connected customers are seeking information from a much broader range of sources than ever before. If you just work with the same traditional influencers you have for years — industry analysts and mainstream media — your message risks getting lost in a sea of noise.  Instead, leading marketers are identifying key online influencers for their products […]

Eloqua: Marketers: How To Get Noticed by ‘Influencers’, by Joe Chernov

The noisier the particular market, the more the influencers matter. After all, the person drowning in information clings to trusted sources – and influencers trade in trust. Because there are few who truly have influence online, and because they could come from any corner of business (they may even work for one of your competitors), […]