Are influence ecologies the future of marketing, content, media and publishing?

Thanks to Ross Dawson and the Advanced Human Technologies group for asking that critical question and offering the first glimpse of the Influencer Landscape.

DRIVING FORCES:
A wide array of forces are shifting value and attention to the influence landscape and from traditional media, advertising and marketing.

INFLUENCERS:
There are a wide variety of roles played by influencers, with different dynamics for each in how they influence and how they can be reached.

INFLUENCE MECHANISMS:
Influence requires communication, and today a wide and ever-increasing range of channels, from face-to-face meetings to broadcast TV, are mechanisms to spread influence.

INFLUENCE AGGREGATORS:
While influence flows through many channels, one of the drivers making social media more important is that influence of many is aggregated through a variety of tools.

INFLUENCE NETWORKS:
Influence flows through networks – it cannot be understood as a linear mechanism focused on individual influencers. There are a number of key aspects of influence networks that need to be addressed to tap the power of influence.

- Advanced Human Technologies
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