Influence 2.0

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Language:	English
Edit mode:	Read-only
Wiki engine:	EditMe
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Main topic:	Business

Description

Market-facing functions, namely marketting, public relations, corporate communications, customer service, etcetera, 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. Because this trend is already blurring the boundaries between market-facing functions and disciplines, we have opted not to call this eBook Marketting 2.0 or Media 2.0, but rather, Influence 2.0.