What should you do if you’re not convinced by the importance of ‘social influencers’ to your company?

The answer is to go back to basics. And think about how real-world influencers really impact your buyer’s decision journey.
Over the past three years the very concept of market influencers has been hijacked in many media by the notion that influencers are, by their nature, young, uber-cool pied pipers vacuuming up Instagram, Facebook and Snapchat followers. This has nothing to do with our original view of market influencers. It’s a sham on so many levels. This paper assumes you’ve already discounted the relevance of ’social influencers’ to your own organisation. The question is what path do you now take?

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