Chances are you’ve seen one or all of these buzz phrases floating around social media in recent years: “brand ambassadors,” “online influencers,” “social influencers.”
The popularity of social scoring platforms like Klout and Kred, combined with the noisier-than-ever online environment that pits marketers against each other in a hopeless battle for consumer attention, has led to a sharp rise in the practice of influence marketing.
As marketing expert, and ArCompany Chief Technologist, Danny Brown puts it,
“Identifying individuals who sway online consumer opinion on specific topics and within specific communities has become critically important to marketers and public relations professionals.”
And Twitter is a rich resource to find influencers, as follower counts are clearly displayed and tools abound for searching the Twitterverse by industry and interests.
But what exactly is influence marketing, and how does it affect digital marketers?
Leveraging data collected by ArCompany and Sensei Marketing during a three-week period in February 2013 from 1,300 B2B and B2C marketing professionals across the globe, Brown created the following infographic that explores the current state of influence marketing: