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You're reading: Digital Tonto: Social networks and consumer targeting

That’s been the “go to” question of branding consultants for generations. People who come up with insightful answers are valued and admired.

There has been no shortage of strategies and methods put forth to answer it. Consumer surveys, focus groups and statistical techniques have sought to identify, communicate to and acquire the right consumer for the right product.

Yet it’s becoming clear that we are, in large part, a product of our social networks. Our opinions and behavior are greatly affected by a complex web of social influence. That realization is leading to a new mindset and a host of new strategic possibilities. Network analysis has been useful in other fields and the potential for marketing is enormous.

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