CHAPTER 8CHASING THE WHALESGOING FOR THE INFLUENCERS

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THE LINCHPIN OF MARKETING

The study of influence has always been a pillar of marketing. But before the advent of social media, we were dealing with influence in an environment in which we were truly removed from our customers. It was as though we were stuffing a message into a bottle, tossing it into the ocean, and hoping it would wash up on some distant shore, where someone, the right someone, would pick it up and read the message. Thanks to social media, a whole boat full of those customers has arrived, and we’re all sitting down to one big beach party together. Suddenly, much of what has ...

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