The Business of Influence: Reframing Marketing and PR for the Digital Age

Summary

• Smartphones are the most personal of all digital devices – critical ‘influence devices’
• Smartphones appear to be the domain in which permission marketing is most critical
• The Internet of Things exists already, and is about to become an incredible force for influence professionals to reckon with
• The Internet of Things opens up new product and service development and marketing opportunities
• Who owns the data? We are considering a dystopian scenario
• Is there a leadership opportunity to demonstrate authenticity?
• Is the new privacy framework workable in your organization?
• Are your products and services suitable for application of a privacy dial?
• Buyer marketing describes individuals marketing their needs or desires, either directly or anonymously via a streams bank or other broker, to organizations interested in meeting that need or desire
• The semantic Web (also known as Web 3.0) is about the Web itself understanding the meaning of content and social participation – the Web becomes a universal medium for data, information and knowledge exchange
• There’s no influence without meaning.

Our next chapter is short but important, aiming simply to reframe marketing and PR in the light of the Influence Scorecard. We won’t summarize the next chapter therefore, but rather proceed straight on to defining the role of Chief Influence Officer and the influence professional.