The Business of Influence: Reframing Marketing and PR for the Digital Age

Influence Performance Management

In our framework, I posit that marketing and public relations describe approaches to particular aspects and subsets of the Six Influence Flows and the Influence Scorecard, and have been defined in the context of 20th-century technology, 20th-century media, and 20th-century articulation of and appreciation for business strategy.

We must now consider (in the order we’ve covered them here) the ramifications of the social Web, social Web analytics, complexity, modern strategy methodologies and business performance management, mobile and the Internet of Things, privacy, streams banks, buyer marketing, and the semantic Web. We must consider that there is influence in everything an organization does, and increasingly in everything consumers and citizens do and every ‘thing’ they interact with.

Media has most definitely evolved, as have the ways in which we contemplate, design, communicate and execute strategy. And rather than technological evolution, we’re plainly in the midst of a technological revolution.

We have no choice, then, but to reframe marketing and PR in the bigger picture of the Influence Scorecard, a reframing in the context of 21st-century technology, 21st-century media and disintermediation, and 21st-century articulation of and appreciation for business strategy. Below is how I present it.

The ease and effectiveness with which we can manage and learn from influence flows is integral to the process by which customers, citizens and all stakeholders ...