Within our “Priority” planning pillar, we here at Mythology think a lot in terms of how to profile and reach the elusive “influencer” in a given marketing scenario. The theory being that if you can isolate the few who influence the others, your marketing can become more targeted and generate better ROI by using narrowcasting vs. broadcasting programs.
This is easier said than done and one of the reasons that mass media isn’t going to go away completely. In order to form a relationship with a consumer, they have to be aware of you. If they aren’t aware of you, it’s still very tempting to try and force them to hear about you through interruptive marketing tactics (ie, old school).
One of the interesting developments in identifying who influencers really are and what their power is comes from the study of user generated content (UGC) on social networks. Again, the theory is that people who tend to have the expertise and desire to influence others tend to be folks who take the time to write a blog, post on a message board, or upload a video. They have an inherent desire to connect with others through these mechanisms, while others are more consumers of that influence.
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