Influence versus Trust

Stumbled on an insightful post by @servantofchaos about influence versus trust, pointing out that trust is the fundamental driver in human behaviour. To take the argument further, it's trust that drives influence. Trust is the proximate cause that results in influence. Marketers and communicators who chase the notion of influencer outreach are chasing the rainbow. … Continue reading Influence versus Trust

The long tail of data sales

In doing some client-related research last week, I approached eMarketer to find out if they had relevant data sets for me and about their pricing structure. Predictably, their business model continues to be based on the large enterprise model, not unlike the blockbuster model that drives the movie and book industries. The all-you-can-eat buffet pricing … Continue reading The long tail of data sales