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Digital influence : unleash the power of influencer marketing to accelerate your global business  Cover Image E-book E-book

Digital influence : unleash the power of influencer marketing to accelerate your global business / Joel Backaler ; foreword by Peter Shankman.

Backaler, Joel, (author.).

Item details

  • ISBN: 9783319783963
  • ISBN: 3319783963
  • Physical Description: 1 online resource
  • Publisher: Cham, Switzerland : Palgrave Macmillan, [2018]

Contents / Notes

Bibliography, etc. Note:
Includes bibliographical references and index.
Formatted Contents Note:
Intro; Foreword; Acknowledgements; Contents; List of Figures; 1 Introduction; 2 Then vs. Now: Influencer Marketing (Re- )Defined; Interruption Marketing Is Dead. Long Live Influencer Marketing!; Word of Mouth: The Ultimate Enabler of Influence; Rising Technologies, Disappearing Gatekeepers; Redefining the Relevance of Influencers in Our Modern World; 3 Levels of Influence: Key Characteristics of Modern-Day Influencers; Levels of Influence: Celebrity Influencers, Category Influencers, and Micro-Influencers; Roles of Influence: Different Personas for Different Use
Influencer ABCCs: Key Factors of Modern-Day InfluencersA = Authenticity; B = Brand Fit; C = Community (Reach, Resonance, Relevance); C = Content; Finally!!! A Common Definition of Modern-Day Influencers; 4 A Global Phenomenon: The Rise of Influencers Around the World; A Global Phenomenon: Influencers Emerge Around the World; Cultural Influence: Bridging the Culture Divide to Reach Local Audiences; Global Influence: Where in the World Do Influencers Have Influence?; Local Influencers; Global Influencers; Availability of Local and Global Influencers
Opportunities to Go Global While Staying LocalGoing Global: Influencers' Expanding Role in International Marketing; 5 Business to Consumer (B2C) Influencer Marketing Landscape; B2C Influencer Marketing: Where We Are Today; Interested in B2C Influencers? Don't Forget These Considerations; When Influencers Become Brand Competitors; When Influencers Become Co-creators; When Influencers Become Distribution Channels; Solely a Distribution Channel? What About All That Content?; Compensating B2C Influencers: Can We Pay You in Jewelry?; Getting B2C Influencer Marketing Right
6 Business to Business (B2B) Influencer Marketing LandscapeB2B Influencer Marketing: Where We Are Today; Interested in B2B Influencers? Don't Forget These Considerations; A Day in the Life of a Busy "B"-2B Influencer; For B2B Influencers, Objectivity Is Everything; To Pay or Not to Pay? The Answer Is Always NO!; Well ... Sometimes It's OK to Pay; B2B Influencers vs. Analysts vs. Journalists; Follower Count `"B2B Influence; Getting B2B Influencer Marketing Right; 7 Discover Influencers: Finding the Perfect Match; Getting Started: Target the Right Audience First
Next: Target the Right Influencers Who Influence That Audience3 Paths for Influencer Management: In-House, Agencies and Software Solutions; Path 1: Manage Influencers In-House; Path 2: Hire an External Agency; Path 3: Purchase Influencer Marketing Software; Discover Influencers: What It Really Takes to Identify the Right Influencers; 8 Engage Influencers: Developing an Effective Outreach Strategy; Incentivizing Influencers: To Pay or Not to Pay?; Organic Outreach: Identify Mutual Points of Interest; Paid Outreach: Avoid Spending Too Much, and Getting Too Little in Return
Summary, etc.:
"This book brings order to the chaotic and rapidly evolving world of influencer marketing by providing readers with much needed context, frameworks, and best practices. Written for busy marketing professionals working in both domestic and international markets, it addresses these topics in a highly actionable and engaging manner. 'Digital Influence' covers everything from how to identify the right influencers and determine "level of influence" to collaborating with influencers and measuring ROI. It turns out, it's not all about paying online celebrities outrageous sums to post sponsored content. Backaler also provides much-needed context for why influencer marketing is flourishing today, and perspective into what a more technologically-enabled, globally-connected future will look like. Ultimately, people want to learn from trusted peers, not faceless companies. Better than any corporate marketing function, influencers understand how to make best use of social media platforms and tailor content for their respective cultures to engage consumers in their home markets. Business leaders should arm themselves with Backaler's book to ensure they're not left behind."
Source of Description Note:
Online resource; title from PDF title page (EBSCO, viewed August 28, 2018).
Subject: Internet marketing.
Electronic commerce.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Electronic commerce.
Internet marketing.
Genre: Electronic books.

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