Marketers spend a billion dollars a year targeting influentials. Duncan Watts says they’re wasting their money.
Content: Article | Authors: Clive Thompson, Duncan J. Watts | Source: Fast Company | Subjects: Best Practices, Marketing / Sales
As anyone who follows the business of culture is aware, the profits of cultural industries depend disproportionately on the occasional outsize success – a blockbuster movie, a best-selling book or a superstar artist – to offset the many investments that fail dismally. What may be less clear to casual observers is why professional editors, studio executives and talent managers, many of whom have a lifetime … [ Read more ]
Content: Article | Author: Duncan J. Watts | Source: The New York Times | Subject: Marketing / Sales