Digital influence is the ability to create an effect, change opinions and behaviors, and drive measurable outcomes online.
Digital influence is largely a phenomena of social networking. The everyday Internet user is subject to a barrage of noise and content. As a result, individual judgment has given way to group judgment, or at least judgment that's assisted by others online. When an individual contemplates a new purchase such as a cellphone, he or she will often revert digital influencers such as online reviews, comments and, most importantly, friends, to arrive at a decision.