Simon Cocking, Irish Tech News (excerpt)

It all amounts to a set of different questions and problems than organisations are used to solving. That’s why success at influencer marketing is not an easy feat. A powerful influencer marketing programme requires a very different mindset than the traditional ROI-led, push attitude. At the heart of the transformation, as well documented in this Influencer 2.0 report by Brian Solis (with Traackr), the process is about moving from a brand-centric to a customer-centric approach. Another way of expressing it: move from a product-centric approach to a customer and people-centric approach .