The disintegration of traditional media outlets has permanently shifted the balance of power and influence.
Do you have a strategy to address it?
As little as ten years ago, when
people wanted to learn what to believe and what not to, they went to three trusted sources: people they knew, subject experts, and the press (print, TV & radio). It’s how we got five star movie reviews. Good Housekeeping Seals of Approval. Product roundups. But input from perfect strangers? Thanks anyway.
A lot has changed. There’s a new universe out there of people – perfect strangers! — whose opinions now shape our own decisonmaking. Consultants on webinars. Experts on blogs and enewsletters. Channel partners on message boards.
The surviving press still counts, of course, but the playing field has evened out. Spreadsheets of a client’s relevant media used to run one or two pages ten years ago. Now they are six to ten.
This means that your prospects and customers are paying attention to a lot more people than they used to.
Sierra can help you do something about it. We’ll help you identify, monitor and work with your universe of influencers to ensure that as many of them as possible understand and support your brand and value.
