Quantitative and qualitative influence in marketing

Over at the Online Spin blog, there is an interesting article about „peers vs influencers„. The question is, of course: who is your ideal target group. It’s the debate of Gladwells Tipping Point theory vs Duncan Watts argument, that there aren’t any network nodes more influential than others.

Joe Marchese says, there are indeed people who are more influential than others. But only in three dimensions – and they can vary according to topic, point in time and other variables for the same person:

–People have a quantity of influence: the maximum number of other people they can reach with a message.

–People have a quality of influence: the amount of influence they exert over those that they reach.

–People have types of influence: categories of “expertise” that other people assign to an individual.

If this is the case (if it is that easy), you can quickly deduct your target audience according to the marketing objective. Is it widespread awareness? Is it consideration? Is it increased sales?

Not sure if it is that easy. But it does sound nice to put these target groups against the typical marketing funnel. Only question remaining: can you always clearly distinguish one from the other these days? (I doubt that.)



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