These are trying times for marketers. Diminished budgets mean they must do more with less, while at the same time facing burgeoning competition from new channels. Consumers, meantime, have become exceptionally savvy at ferreting out their own third-party information on products.
Against this noisy backdrop of new technologies and competition, where does a marketer go to engage the shopper?
Meet the influencer, someone who can extend the reach of your brand through the innate quality of talkability, or word of mouth. Now, reaching the influencer is not a channel-specific or demographic-specific task. Rather, to reach the influencer, marketers must locate those people who have a unique attitude and behavior: They like to talk about certain categories.
This makes sense when considering one
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