In their new book, Influencer Marketing, Nick Hayes and Duncan Brown make the case that most businesses are squandering their marketing dollars by spending them on press and analyst relations. In fact, they argue, those influencers have relatively little impact on customer buying decisions. Businesses would be better off choosing the 50 or so people [...]
Entries Tagged as 'marketing'
Stalking the elusive influencer
March 10th, 2008 · No Comments · Uncategorized
From Paul’s personal blog: When my copy of Duncan Brown’s and Nick Hayes’ Influencer Marketing arrived in the mail, I looked at it a little bit like a trip to the dentist. I knew it was going to be good for me, but I didn’t expect to enjoy it. What a pleasure, then, to find [...]
85: The Voice of the Customer
December 29th, 2008 · 1 Comment · commentary, interview, podcast
Peter Blackshaw has led the charge in consumer generated media. A cofounder of the Word of Mouth Marketing Association and the consumer advocacy website planetfeedback, Blackshaw is also a prolific writer who is contributes regularly to Ad Age, ClickZ and several blogs. He’s also the author of a new book, Satisfied Customers Tell Three Friends, [...]
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Tags:cgm·marketing·peteblackshaw·wordofmouth