Identifying and Reaching Influencers

Paul M. Rand

In a marketplace where consumers are deluged daily by 10,000 to 30,000 commercial messages and 200 or so personalized messages, key influencers increasingly help shape how products and services are bought, perceptions formed and trends launched.

Identifying and Reaching Influencers

Paul M. Rand

Clout. That topic has been popular lately. In a marketplace where consumers are deluged daily by 10,000 to 30,000 commercial messages and 200 or so personalized messages, key influencers increasingly help shape how products and services are bought, perceptions formed and trends launched.

Influencers have become the 'holy grail' for today's marketers. Nearly every organization acknowledges the value of and feels the impact of influencers.

A former foreign editor of The Wall Street Journal loved to tell reporters going overseas that he wanted them to scour Sri Lanka for an old man with...

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