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MediaPost Meets "The Influentials"
Young Urban ProfessionalMediaPost today takes a look at how marketers are increasingly using the online medium to reach Influentials.
Tobi Elkin writes:
The term influentials was coined in Jon Berry and Ed Keller's: "The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy." Research by NOP World, RoperASW, the Online Publishers Association, and its members including New York Times Digital and Washingtonpost.Newsweek Interactive, has outlined the behaviors and web media habits of influentials. The research also suggests how marketers might best reach them.
But this is the best little nugget from Tobi's piece:
"In 1977, 67 percent of people polled in a research study said they were moved to take some sort of action by word-of-mouth influence. That's compared to 2003, when the number skyrocketed to 92 percent. Talk about the viral nature of word-of-mouth via the web. Think blogging, email, chat rooms."
Personal journalists, Webloggers and professional journalists all have a big impact on Influentials.
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