Studying the impact of innovation on business and society

Global Marketing Alliance: At the Wave 2017 conference, Brian Solis spoke on Influencer Marketing 2.0 and the rise of the ‘people channel’

by Craig Hanna, Global Marketing Alliance (excerpt)

Brian Solis gave the opening keynote at the recent Wave 2017 conference, the Influence 2.0 Marketing Summit in London. He spoke to the crowd  on why it’s necessary to “move to a new model for influence and advocacy” and “how to make the most out of your ‘people channel.’” This Global Marketing Alliance article praises his talking points and takes a look at what “best practice influencer marketing should look like in 2018:”


“We are all continuously being influenced and we are all influencing continuously. We are the voice of marketing and the receivers of marketing. We are employees and customers. We are real people.

We all know this to be true and yet we seem to rarely act on it. Whether it’s email, social, programmatic or influencer marketing, the default strategy is all too often spray and pray. Send enough crap and some eventually sticks.



That’s why I loved the opening keynote to Wave 2017 conference last week. The conference was kicked off by Brian Solis, laying out why Influencer Marketing 1.0 was dead.

Checklist influence has led to influence diffidence and, as Brian argued, ‘it simply wasn’t working any more. Behind every screen, every expression and impression, is a human being . . . not a consumer . . . and, as marketers, we need to understand this truth.’

‘If you judge influence as the ability to cause effect or change behaviour, then we’re simply not scoring a ‘home run’ often enough. Customers are smarter; they understand the difference between the authentic and the fake and they understand that they are now the influencers.’

‘This means we are now in the age of Influence 2.0, one where we are all trying to reach audiences who have audiences of their own. We can no longer rely on Influence 1.0 and buy our way into an ecosystem that has become, and will increasingly become more so, cynical.'”


Leave a Reply

Your email address will not be published. Required fields are marked *

Join Our Mailing List

You have Successfully Subscribed!

Stay Connected
Could not authenticate you.