French marketing publication CoMarketing News recently did an article on the still relatively young state of influence marketing, citing Brian Solis’ “Influence 2.0” study he did for Altimeter.
First lesson of this study: while most of the companies pass from a stage of experimentation to the implementation of tactical influence programs (46% this year against 28% in 2017), one notes that the stage of the maturity is not yet reached. “To be successful, companies need to create consistent influence campaigns that are embedded in all marketing activities and cross-departmental across the organization. Influence 2.0 is a ‘one-to-one-to-many’ approach that creates commitment across the entire customer journey.”
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