The Power Of Influence
Cliff Rosenberg - May 2009
In 1964 80% of Americans read a newspaper every day, today, it
has dropped to less than 50% !
Google is not just a search engine, it’s a place to influence
yours and your co’s reputation !
… spurned a whole new industry !
Employers, partners, dates, etc are regularly typing your name into Google ! – a
powerful and somewhat dangerous research tool ! … . Also get SEO working for
What brands / advertisers want remains the same thru the
ages ie: influence as many potential customers as possible
to make a buy decision
…20 years ago the choice was relatively simple – target
customers via TV, radio, newspapers and magazines …
Media choices (influencing channels) have
exploded with media fragmentation !
BRANDS / Instant
…and even within media such as online there has been a massive
shift in the last few years in the influence equation …
Up until a few years ago online media buying was
relatively simple - a few big sites dominated
(kinda the same as no one ever went wrong buying IBM !)
… But online itself has fragmented …(Facebook has over 275 million unique
monthly visitors - double the traffic of any of the Big Four portals, including Google).
…and accessing and influencing online customers
is becoming increasingly complex ……
… and the founding online publishers are the casualties … advertisers now go after
wherever customers are based on their social profiles and networks
So what does this all mean for us ?
As brands / advertisers - Customers are ‘adverted
out’ and influencing them is far more complex
than it used to be – the key is to: ENGAGE, ADD
VALUE via compelling content, and align your brand
with online destinations that make sense for you !
Don’t fall into the low CPM trap – the big networks have
almost nowhere else to go with monetising their traffic – they
have lost the edge to sharper, nimbler and more customer
Google says its all about trying to ‘organise the worlds
information’ – perhaps with increasing media
fragmentation a new way of thinking is that the
challenge now is to ‘organise the worlds people’ (can’t
influence them if you don’t know where they are!).