Influencer Marketing Strategy

How Influencers Can Help Grow Your Business
2. Auflage 2024
ISBN: 978-1-3986-1523-6
Verlag: Kogan Page

Buch, Englisch, 360 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 547 g

Influencer marketing is one of the most powerful forms of advertising in today's world. Learn how to implement a successful influencer marketing strategy with this complete guide. This new edition of Influencer Marketing Strategy covers essential topics, from broad scale celebrity endorsement to micro-influencers with niche, highly targeted followings. It features new content on platforms such as Be Real, Whatsapp and Wechat and how understanding cultural differences is key to finding the right influencer for your brand. It also includes new case studies from industries such as travel and tech, demonstrating the huge opportunities it presents for organizations and industries of all sizes. Influencer Marketing Strategy is the ultimate guide for marketers, walking readers through the key considerations of incorporating influencer marketing into a wider marketing strategy. This includes the legal and ethical impacts of working with influencers and how to measure the effectiveness of campaigns. This book provides everything organizations need to understand and implement a successful influencer marketing strategy.

Autoren/Hrsg.

Glenister, Gordon

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

• • Chapter - 00: Introduction;
  • Chapter - 01: What is influencer marketing?;
  • Chapter - 02: The major platforms for influencer marketing;
  • Chapter - 03: Creating your strategic framework;
  • Chapter - 04: The legal impacts of influencer marketing;
  • Chapter - 05: Working with influencers;
  • Chapter - 06: Finding influencers;
  • Chapter - 07: Creating an ambassador programme;
  • Chapter - 08: Influencer marketing around the world;
  • Chapter - 09: The future of influencer marketing;
  • Chapter - 10: Understanding analytics and measurement;
  • Chapter - 11: Case studies;
  • Chapter - 12: Appendix 1 – directory of influencer marketing platforms, platforms and influencer events;
  • Chapter - 13: Appendix 2 – glossary of terms;

Über Autor(innen)

Glenister, Gordon
<b>Gordon Glenister</b>, based in the UK, is the co-founder of Influencer Strategists, a global community of influencer marketers. He is also the host of Influence Global podcast with over 200 episodes and has spoken at over 350 events around the world about influencer marketing. He is a university lecturer at Nottingham Business School and also runs his own influencer marketing course. <b><i>Influencer Marketing Strategy</i></b> has been a finalist in the UK Business Book of the Year Awards.

Gordon Glenister, based in Essex, UK, is Global Head of Influencer Marketing for the Branded Content Marketing Association and has over 25 years' experience in promotional marketing. He is the host of Influence Global Podcast, runs his own influencer consultancy and regularly speaks around the world on influencer marketing. Glenister also runs his own influencer course helping individuals become influencers and was previously Director General of the British Promotional Merchandise Association for 11 years.