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The theory for doing so is sound. Reaching key people within a specific demographic can be the key to reaching the entire demographic.
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For key influential persons, this sphere of influence can span across continents, uniting millions of people over a common interest.īusinesses spend huge sums of money every year trying to “recruit” key influential persons into “Brand Advocates”. But in many cases our sphere of influence never gets past our immediate family and friends. We like to think that each of us is influential - that our decisions hold value and are respected by those around us. We call this individual a Key Influential Person (KIP). Now, in the age where anyone can be a content producer, rather than identify magazines or TV channels with the greatest influence over a particular audience, agencies and businesses look to individuals with significant followings. 20 years ago, an agency would have spent tens-of-thousands of dollars to run an ad in an influential magazine or paid millions of dollars to have a commercial in the superbowl. Although this is a common understanding, it is still quite amazing to think the world is really that small and that connected.Ī question that may puzzle the aspiring digital marketer’s mind then becomes “If we are all connected that easily, then why is it so hard to reach my intended audience?”Īdvertising agencies go to great lengths to reach an audience. In other words, you pretty much know everyone from the President of The United States to Chief Raoni of the Kayapo people (an Amazon tribe). You’ve probably heard of the theory that everyone (and everything) in the world is six or fewer steps or people away from one another.
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