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 […]

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 […]