To win influence, focus on hyperlocal communities

Erika CleggCo-founder
It is good, of course, that digital marketing has allowed you to become highly selective about who your brands target and to track the results of those interactions, giving you much more power over your campaigning. However, the downside is that it has also passed  a large part of the ownership of your brands’ reputation to its consumers, with their increased direct access to your brand and its platforms causing a shift in the balance of power.
Althoug