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When we apply the situational influences and situational factors that interfere with our brand message, we can visualize how these influence disruptors impact the communication path. It becomes evident that a host of factors can conspire to derail an influencer’s intended conversion. Or are they opportunities?

Adequately identifying prospective customers, and further segmenting them based on situations and situational factors, enables us to identify the people and businesses—or technologies and channels—that are closest to them in each scenario. We call these micro-influencers and see them as the business’s opportunity to exert true influence over the customer’s decision-making process as opposed to macro-influencers who simply broadcast to a wider, more general audience. In short, it’s the difference between a branding exercise among a loosely defined audience and a formal lead capture and conversion strategy.

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