We don't live in the information age... we live in the information overload age. With all this information floating around, how does your brand break through to create meaningful connections with your followers (and prospects)? Create relevant content for your audience and leverage established influencers in your market to get the word out. But don't work with any influencer, work with the ones who can move the market.
Influencers have become specialized. In the golden media age, you would have a big name like Bob Hope explain why your local Texaco Retailer (ahem - gas station) was the best place to shop, on those days "when you must drive." That worked then, because there were very few outlets where people sought information. But today, the big names have less influence. It is the niche influencers that have all the power. The guy who is known for his Roku "hacks" can sell more Rokus (or other TV devices) than Jay Leno can. And I suspect the Roku guy is a little more affordable too.
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