In the information age, we are all influenced by the inexhaustible flow of digital media, content, and messages.
All of the time.
The Internet makes it more difficult for brands to manage their online reputation and consumer sentiment because they themselves are not the main source of their own message anymore.
Brands are simply not as authoritative as they used to be:
- Fewer than 10% of shoppers actually visit manufacturer websites when researching a purchase.
- 90% of consumers trust peer recommendations while just 33% trust ads.
- 43% of people say they turn to blogs when they are looking for inspiration.
- 48% of consumers discovered new brands and products, mostly while browsing content online.
(From Influence Now)
So who are sending out the messages that actually influence your consumers? How can you find them in order to build healthy relationships? Should you start an influencer program or campaign in the first place?
Mel Carson, Delightful’s Founder, has shared his thoughts in the book on what makes a successful influencer.