Influencer Marketing Strategy

How to Create Successful Influencer Marketing
1. Auflage 2021
ISBN: 978-1-78966-725-7
Verlag: Kogan Page

Buch, Englisch, 304 Seiten, Format (B × H): 157 mm x 233 mm, Gewicht: 485 g

SHORTLISTED: Business Book Awards 2022 - Sales & Marketing category

Create an influencer marketing strategy that benefits both brand and the influencer with this fascinating guide, rich in case studies from the biggest and the best and the small and specialist.

Influencer marketing can no longer be ignored. Whether it's broad scale celebrity endorsement, or micro-influencers with niche, highly targeted followings, influencer marketing has become a natural extension of content marketing. However, while the opportunities are vast, the very nature of influencer marketing means that a brand must relinquish control of their marketing message to allow the influencer to communicate in their natural style. This can be unnerving, and it's therefore imperative to have a clearly defined campaign that mutually benefits and protects both the brand and the influencer.

Influencer Marketing Strategy gives readers everything they need to create influencer marketing strategy. It will walk readers through the key considerations, and offer insight into decisions such as choosing the right influencer, planning content, and how to incorporate influencer marketing into your wider marketing strategy. This book presents fascinating, in-depth case studies from the beauty, fashion, gaming, travel, health and tech industries, demonstrating the variety of ways that influencer marketing can be utilized, and the huge opportunities it presents for organizations and industries of all sizes. Influencer Marketing Strategy is the ultimate guide to developing a successful influencer marketing strategy - and building campaigns that create real value.

Autoren/Hrsg.

Glenister, Gordon

Fachgebiete

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

Inhaltsverzeichnis

Section - 00: Introduction; Section - 01: What is influencer marketing?; Section - 02: The major platforms for influencer marketing; Section - 03: Creating your strategic framework; Section - 04: The legal impacts of influencer marketing; Section - 05: Working with influencers; Section - 06: Finding influencers; Section - 07: Creating an ambassador programme; Section - 08: Influencer marketing around the world; Section - 09: The future of influencer marketing; Section - 10: Understanding analytics and measurement; Section - 11: Case studies; Section - 12: Appendix 1 - Directory of influencer marketing platforms, agencies and consultants; Section - 13: Appendix 2 - Glossary of terms; Section - 14: Index

Über Autor(innen)

Glenister, Gordon
Gordon Glenister, based in Cambridge, 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 2 podcasts Influence, the global podcast that shines a spotlight on influencer marketing and Growing your Influence online. He runs his own consultancy and regularly speaks around the world on influencer marketing and membership Gordon runs his own influencer course - helping individuals become influencers. Gordon Glenister was previously Director General of the British Promotional Merchandise Association for 11 years.

Gordon Glenister, based in Cambridgeshire, 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, the global podcast that shines a spotlight on influencer marketing. He also runs his own consultancy and regularly speaks around the world on influencer marketing, membership and merchandise. Gordon Glenister was Director General of the British Promotional Merchandise Association for 11 years.