The term “influencer” has become so synonymous with successful marketing practices that the Cambridge Dictionary has added a new definition of the word:
“A person or group that has the ability to influence the behavior or opinions of others: The influencer is the individual or group whose effect on a purchase decision is in some way significant or authoritative.”
It is true. Much like in personal life, many in business are persuaded by others to change their thinking, opinions, practices, or decisions.
Why not? After all, gleaning new insight and information from trusted contacts who have either experienced the products or services of a business is a means to a credible reference.
For years, many A/E/C marketers have embraced the idea of word-of-mouth marketing. The concept has served its purpose of generating interest in brands and their products or services. But, for those who have noticed this mindset’s recent shift, the positive impact of influencers on sales and marketing can be astounding.
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This article, written by Don Eberly, first appeared in the October 2017 issue of Marketer.