The program is intended to help marketers communicate with âinfluencersâ who shape buying decisions in both b-to-b and consumer markets.
As chronicled in books such as Malcolm Gladwellâs âThe Tipping Point,â the targeting of âinfluencersâ is an in-fashion marketing technique that focuses on a select group of people who mold the perceptions of customers and decision-makers.
âInfluencersâ can range from the âcool kidsâ in high school in consumer marketing to Fortune 500 executives, business analysts and trade magazine editors in b-to-b marketing. Ketchumâs IRM program includes a customized Web-based portal to help Ketchumâs clients manage and measure relationships with these influencers.
Ketchum partner Paul M. Rand is leader of IRMâs development team.