Pat LaPointe, managing partner of MarketingNPV, poses the question, “In
the flat world of Web communication networks, is the old marketing
strategy of seeking out influential opinion leaders really dead?” While
some marketing experts suggest that in today’s world of blogging and
tweeting, mass reach is the name of the game, others argue that nothing
is more effective at driving behavior than the objective recommendation
of a known, credible source. Read LaPointe’s blog, “Marketing
Measurement Today,” to find out more.