Published on junio 14th, 2012 | by admin0
Who Are the Real Online Influencers? [INFOGRAPHIC]
As the web’s capacity for pageviews increases, marketers are becoming less interested in reaching as many people as possible, and more interested in reaching the right people.
According to Deanna Brown, the CEO of Federated Media, that’s why context is so important — the ability serve high volumes of advertising continues to expand, but the real value for a brand is to surround its message with the right context so that it reaches the most influential people among customers.
Yet, while most marketers agree that reaching influencers is important, they question how to measure influence and how to determine the most influential people online in the first place. Are you influential if you reach a massive number of followers? Or is it more about reaching small groups of highly targeted individuals?
The infographic below, from influence marketing firm Crowdtap, sheds some light on the current predominant thinking regarding how to reach influencers. According to a recent study conducted by the firm, people are influenced by those they actually know more than by popular figures or brands they may follow. In other words, it’s not a numbers game — influence spreads across close-knit networks of actual friends.
Crowdtap found that when it comes to purchasing decisions, the most influential recommendations come from people we actually know, either through the web or in person. For brands, that means effective influencer marketing is about enabling customers to easily make peer recommendations to their networks of close friends, rather than helping widely followed people blast out marketing messages to thousands or millions of people.