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New Ketchum program targets 'influencers'

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New York--Public relations firm Ketchum announced Monday the launch of its Ketchum Influencer Relationship Management program.

The program is intended to help marketers communicate with “influencers” who shape buying decisions in both b-to-b and consumer markets.

As chronicled in books such as Malcolm Gladwell’s “The Tipping Point,” the targeting of “influencers” is an in-fashion marketing technique that focuses on a select group of people who mold the perceptions of customers and decision-makers.

“Influencers” can range from the “cool kids” in high school in consumer marketing to Fortune 500 executives, business analysts and trade magazine editors in b-to-b marketing. Ketchum’s IRM program includes a customized Web-based portal to help Ketchum’s clients manage and measure relationships with these influencers.

Ketchum partner Paul M. Rand is leader of IRM’s development team.

--Sean Callahan

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