Influence 2.0: Difference between revisions

Market-facing functions – marketing, public relations, corporate communications, customer service, etc. – all have the same goal: to influence their audience’s perception of and preference for their company’s products.

These days they all face the same problem: the waning effectiveness of decades-old practices, resulting from a technology-spurred cavalcade of new media types, communication channels, and consumer behaviors. To respond successfully, companies must adapt to this larger trend, not just adopt each individual manifestation.

The ascendance of a more complicated, intertwined, and fluid environment will make this change tremendously challenging. Since this trend is already blurring the boundaries between market-facing functions and disciplines we’ve opted not to call this eBook '''Marketing 2.0.''' or '''Media 2.0.''' but '''Influence 2.0'''.