Advertising Age posted an interesting article recently about where Digital Influencers get their influence and the answers were not really surprising....
"Those all-important "digital influencers" actually get their information from magazines, newspapers, TV and radio.
That's according to an MS&L survey whose results will be released tomorrow. The study, developed by MS&L's influencer-marketing unit IM, reveals that some 84% of digital influencers go online to find out more about something only after first reading about it in magazines and newspapers or hearing about it on TV or the radio. "
The implications for Radio, Television, and Magazines creating word of mouth buzz about products and services and influencing further product interactions are noteworthy.....
"Everybody wants to talk about how it's all about digital and we certainly believe that it is the future," Ms. Wilson said. "But traditional media still has the capability to spark word-of-mouth." And for marketers, it highlights the fact that influencer-marketing campaigns can't only be digital-based efforts. "[These] campaigns [have] to leverage both traditional and online tools to connect with consumers," she said. "