Behind The Numbers: Whose Brand Is It, Anyway?
OMMA Magazine discusses Social Influence Marketing and my new book in its latest issue. Here's an extract.
"Conversations about brands, products and services are increasingly woven into the interactions of social networks as a means to connect with others, and these conversations have great influence even though people aren't consciously asking about brand opinions," writes Singh.
"Furthermore, consumers do not always realize how much influencing they are doing, and how much they are being influenced, when they have conversations about brands across social platforms."
Social influence marketing is a subtle thing. It should be done with an especially light touch since it has become so influential. eMarketer found that for 18 to 34-year-olds, social media has become the second-most important marketing form, behind only recommendations from friends and family.
You can read the whole piece over at OMMA Magazine. Am I overselling Social Influence Marketing? I believe 2010 is going to be even bigger in the SIM world. Interestingly, 9 out of the 10 most successful ads in 2009 included consumer participation. One could argue its already larger than we could have imagined a few years ago.
Follow me on Twitter (@shivsingh) for more insights on digital strategy and social media.
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