The document discusses how influence marketing can be used to leverage trusted third-party endorsements and increase a brand's customer touchpoints. It outlines how the consumer purchase journey is no longer linear but circular, with customers gathering information from many sources. Influence marketing can impact search engine results by providing third-party content from influencers across blogs, reviews, social media and more to gain customer trust. This will require brands to shift marketing budgets from traditional advertising to relationship-building and influence marketing programs.