Winning the Battle for Consumer Influence in the Digital Age


In this article, Accenture looks at the challenge of  influencing consumers in the age of social media.  The article provides a really useful framework that categorises channels & forums of consumer influence and then suggests four actions to be taken, based on an assessment of the company’s ability to exert influence through the channel.

The actions are too high level to be really helpful, though I did like the example of GM choosing to stay in FACEBOOK as a social player but remove advertising from the space.

Consumer Influence Framework

However, the Consumer Influence framework itself is a keeper and would be a good thought starter for those who are so hard at it, chasing customers through fragmented channels, that they haven’t recently taken a step back and asked themselves – why?

If you haven’t got time to dive into the article here’s the framework.




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