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

Backaler, Joel, (author.).
Book Book

Copies

Location: Fennell STACKS HF5415.1265 .B34 2018
Barcode: 30731101224149
Status: Available

Record details

  • ISBN: 3319783955
  • ISBN: 9783319783956
  • Physical Description: xvi, 214 pages : color illustrations, portraits ; 25 cm
  • Publisher: Cham, Switzerland : Palgrave Macmillan, [2018]

Content descriptions

Bibliography, etc. Note:
Includes bibliographical references and index.
Formatted Contents Note:
Introduction -- Then vs. now: influencer marketing (Re-)defined -- Levels of influence: key characteristics of modern-day influencers -- A global phenomenon: the rise of influencers around the world -- Business to consumer (B2C) influencer marketing landscape -- Business to business (B2B) influencer marketing landscape -- Discover influencers: finding the perfect match -- Engage influencers: developing an effective outreach strategy -- Working with influencers: potential paths to take -- Know the risks: the dark side of influencer collaboration -- Measure success: What's the return on investment? -- Case studies: influencer marketing best practices from around the world -- What's coming: the future of influencer marketing.
Summary, etc.:
"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."--book jacket
Subject: Internet marketing.
Social media > Marketing.
Influence (Psychology)
Customer relations.
Social marketing.
Endorsements in advertising.
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