Influencer marketing entails many aspects of public relations. Along these lines, CloudNine PR agency is sharing results of its bespoke study of how 300 IT chiefs in the UK prefer to access news and info about the IT industry. I’m quite surprised by 4 findings in particular: LinkedIn ties with vendor emails as a useful or very useful source for 31%; and Twitter and YouTube are on close to even footing as well for about 20%.
What methods do UK IT chiefs find ‘useful’ or ‘very useful’ for keeping up-to-date on IT industry developments, including general news from vendors? Here’s CloudNine PR’s take:
- Online publications 64%
- IT blogs 52%
- Trade shows 50%
- Printed publications 47%
- Vendor Events 44%
- IT Analyst blogs 40%
- IT analyst events 38%
- Vendor emails 31%, LinkedIn 31%
- Twitter 20%
- YouTube 19%
- Facebook 13%
- SlideShare 12%
About the study: CloudNine PR commissioned Vanson Bourne to conduct the survey. It consisted of a poll of IT decisionmakers, including CIOs, IT directors and IT managers in 300 UK companies. The sample included organisations with 50 to 250 employees, 251 to 1000 employees and over 1000 employees. There was an approximately equal split of companies operating in Financial services; Manufacturing; Retail, Transport and Distribution; and Business and Professional Services.
Popularity: 18%
Labor Day is a good time to reflect on why you insist on thwarting the best marketers in the nation. You do it every time you tune out those repetitive, interrupt-driven mass marketing ads. And, you’re not alone.
You’re a walking case study of why mass marketing doesn’t work as well as it used to.
Seth Godin explained it really well at TED a few years ago: “In a world where we have too many choices, and too little time, the obvious thing to do is just ignore stuff.” This is why interrupt-driven mass marketing doesn’t work, while influencer marketing does.
In this talk, Seth characterizes our time as “a century of idea diffusion.” He asserts that people who can spread ideas — regardless of what those ideas are — win.
Even then, to get influencer marketing to work, you need to be remarkable. Hence, Seth’s famous parable about invisible cows and purple cows. “Remarkable is a really cool word. We think it just means ‘neat.’ But it also means worth making a remark about. And that is the essence of where idea diffusion is going.”
I count this TED talk, “Seth Godin: Sliced bread and other marketing delights,” among the influencer marketing classics. See if you agree.
Popularity: 3%
