"Influencer Influenza" has crept over the marketing (and social media) world. People are obsessed with the notion of influence. But what if they're all going about it wrong?
Thanks for this one Adam. I've been thinking about 'trust' a lot lately (from the perspective of customer experience and 'satisfaction' metrics - Byron Sharp has been getting into my head).
I like how you spend the time exploring the intangible/hard to measure. It's not a science in the sense that many of the marketing metric folk look for, there's no proverbial snooker table in a vacuum to conduct experiments with 'no friction' as there was in High School Physics. In that sense, your prompt around authenticity here just makes sense.
Also: love the coffee campaign. Would love to have seen the longer term effect on sales/etc.
Love this article, and really hits home the difference between cheap audience manufacturing to serve vanity metrics versus actually being influential.
Whenever I see people use gimmicks like this, especially in the B2B space where my startup works, it is so obvious that it does the reverse - it harms credibility and influence exactly because behind the gimmick is usually a mediocre product.
Nothing can replace having something valuable to say and understanding marketing is a long term effort to facilitate that message finding the right audience that authentically gets value from the content.
Thanks for this one Adam. I've been thinking about 'trust' a lot lately (from the perspective of customer experience and 'satisfaction' metrics - Byron Sharp has been getting into my head).
I like how you spend the time exploring the intangible/hard to measure. It's not a science in the sense that many of the marketing metric folk look for, there's no proverbial snooker table in a vacuum to conduct experiments with 'no friction' as there was in High School Physics. In that sense, your prompt around authenticity here just makes sense.
Also: love the coffee campaign. Would love to have seen the longer term effect on sales/etc.
Love this article, and really hits home the difference between cheap audience manufacturing to serve vanity metrics versus actually being influential.
Whenever I see people use gimmicks like this, especially in the B2B space where my startup works, it is so obvious that it does the reverse - it harms credibility and influence exactly because behind the gimmick is usually a mediocre product.
Nothing can replace having something valuable to say and understanding marketing is a long term effort to facilitate that message finding the right audience that authentically gets value from the content.
great article
Banger of a piece Adam 🤝
ty sir