in Marketing

Maybe Mass Marketing Works After All

When it comes to viral influence, does the influence of a select few “key influencers” matter more than “the rest of us”? Duncan Watts of Yahoo Research says no, as Clive Thompson writes in Is the Tipping Point Toast?” in Fast Company. Watts says:

It [achieving marketing success through influentials] just doesn’t work. A rare bunch of cool people just don’t have that power. And when you test the way marketers say the world works, it falls apart. There’s no there there.