Oriol Gifra

Are you doing Digital Influence Marketing in your company?

The time of mass advertising has ended, at least is what I think since some years ago. We are going to more One-to-One relational marketing strategies where product is not the king but user or consumer.

At this point, to start working with this new marketing framework profiling users or consumers and working on their daily-life relations is basic and will be the future. In fact already many big corporations like banks or other mass consumption multinationals companies are working on geolocalization consumption behaviours: where, when and who is buying what and how often it is done.

Big Data is already here, and “small data” as well, it means that CRMs will be king… and “social CRMs” more, because identifying who is the tribe leader for an specific geographical area or topic will be key.

Having say that, my opinion is that next two years companies will need to invest in tools (CRMs, Social Media monitoring software, etc..) that help them to discover who are their product/services “digital influencers” based on the 3 pillars of influence:

a) Reach

Based on: Popularity, Proximity and Goodwill

b) Resonance

Based on: Frequency, Period and Amplitude

c) Relevance

Based on: Authority, Trust, Affinity

So, welcome to 2014… the perfect year to start working DIM (Digital Influence Marketing).

As you will see, Digital Influence is not a new topic, but its implementation as a marketing strategy is in delay for majority of companies.

Digital Influence in images

Digital Influence Google’s results (more than 171 milion)

Maven’s Advice on Digital Influence