Close

CMO.com by Adobe delivers marketing insights, expertise, and inspiration for and by marketing leaders—all aimed at helping CMOs and senior marketers lead their brands in this new digital world. To help marketers stay informed and save time, CMO.com features curated content from more than 150 leading sources, in addition to original content from thought leaders at Adobe and across the industry.

Adobe is the global leader in digital marketing and digital media solutions. To learn more about how Adobe helps marketers make, manage, measure, and monetize digital content across every channel and screen, visit:

Visit Adobe.com  Adobe Marketing Cloud

Welcome ,Sign Out

Insight/ Online Media

A Better Way To Measure Consumer Influence

The power of consumers to influence each other when making purchase decisions is touted as one of biggest benefits of social media in marketing strategies. Consumer reviews, recommendations, referrals and other advice are becoming de rigueur in social-marketing programs. The conundrum is how to measure consumer influence and what to do with it. This is where many approaches run off the rails.

Read full story »