In August 2010, Jay Baer, chief executive officer of Convince & Convert and a well-known blogger, wrote that influence mining would become the next gold-rush topic. More than two years later, we can definitively say that he was right. Not only has it become a gold-rush topic, but online influence is one of those topics that sparks considerable debate in digital marketing circles. Before we go any further, it is worth a mention that digital influence is really the replication of what consumers would do with friends and family offline. It’s just that the interactions now happen much more frequently and in a different forum.
We have talked at length through the first eight chapters about the abundance of customer ...
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