Executive Summary

Market-facing functions – marketing, public relations, corporate communications, customer service, etc. – all have the same goal: to influence their audience’s perception of and preference for their company’s products. These days they all face the same problem: the waning effectiveness of decades-old practices, resulting from a technology-spurred cavalcade of new media types, communication channels, and consumer behaviors. To respond successfully, companies must adapt to this larger trend, not just adopt each individual manifestation.

The ascendance of a more complicated, intertwined, and fluid environment will make this change tremendously challenging. Since this trend is already blurring the boundaries between market-facing functions and disciplines we’ve opted not to call this eBook “Marketing 2.0” or “Media 2.0”. but “Influence 2.0”.