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For Interactive Marketing Professionals

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September 25, 2008

The Future of Influence

Understanding and Activating Influential Europeans

by Nate Elliott

with Patti Freeman Evans, Mark Mulligan, Emily Riley

This is an excerpt

Executive Summary

Most online users trust the advice of other users—even those they've never met—more than they trust product Web sites, advertisements, or professional reviewers. All over Europe, marketers are searching for ways to leverage the power of consumer influence.

TABLE OF CONTENTS

itemExecutive Summary

itemAs Users Become More Active in Recommending Products and Services, New Influence Challenges Volume of Classic Influence

itemThe Growth of New Influence Will Overwhelm Some Users, Reinforcing the Value of Personal Recommendations from Known Sources

itemMarketers Should Focus on Classic Influentials to Drive Direct Action, Encourage Them to Make Off-line Recommendations

itemReport Methodology

This is an excerpt

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ALSO OF INTEREST

RESEARCH CATEGORIES

Analyst

Nate Elliott

Technology

Marketing & Advertising, Interactive Marketing, Customer Experience, Social Computing & Web 2.0

Industry

Consumer Technology, Consumer Portals & Search

Geography

Asia Pacific, Europe, North America