Good news for our clients!
I’m a big fan of Seth Godin and his ravings on marketing and why firms must be remarkable in order to succeed. (Read Purple Cow for the full story.)
Paradoxically, Seth says that remarkable firms and products appeal not to mass markets but to early adopters. There’s more value in early adopters, as they seek to establish competitive advantage. Once something becomes adopted by the mass market it becomes boring and undifferentiating. (This was what Nicholas Carr was saying in “IT doesn’t matter.)
Over at the Analyst Equity blog, Duncan Chapple publishes results from a survey of AR professionals. He draws attention to the things that AR people are not interested in, one of which is “Understanding the wider influencer community”.
Phew! I’m delighted that understanding the wider influencer community is so low down the agenda of most AR folks. It means that those that are adopting Influencer Marketing are creating real competitive advantage. Which is what I’ve being telling them. It’s great when data supports the pitch.
Paradoxically, Seth says that remarkable firms and products appeal not to mass markets but to early adopters. There’s more value in early adopters, as they seek to establish competitive advantage. Once something becomes adopted by the mass market it becomes boring and undifferentiating. (This was what Nicholas Carr was saying in “IT doesn’t matter.)
Over at the Analyst Equity blog, Duncan Chapple publishes results from a survey of AR professionals. He draws attention to the things that AR people are not interested in, one of which is “Understanding the wider influencer community”.
Phew! I’m delighted that understanding the wider influencer community is so low down the agenda of most AR folks. It means that those that are adopting Influencer Marketing are creating real competitive advantage. Which is what I’ve being telling them. It’s great when data supports the pitch.
Labels: Analyst Equity, analyst relations, Nicholas Carr, Seth Godin
posted by Duncan Brown at 2:11 pm
3 Comments:
This comment has been removed by the author.
Duncan, I imagine that if our survey had the opposite findings, that there was very high interest in the broader influencer community, then you would also use that to support your pitch.
Honestly, more interest would be better for you than less.
All the best,
Duncan.
Thanks for the comment. What the survey shows is that influencer marketing is still very early stage in its adoption curve. And the greatest competitive advantage is to be had at this point.
I'd honestly be concerned if influencers were at the top of the AR agenda since, as they're not beating a path to our door, they must have found a competitor. In fact, it's the innovative AR people that have found us, seeking competitive advantage as well as increasing their own internal profile.
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