000			02859nam a2200253 i 4500
003			MIUC
005			20190124133513.0
008			190124s2018 nyua b 001 0 eng
020			_a9783319783956
040			_aDLC _beng _erda _cDLC _dMIUC
082	0		_a658.8
100	1		_9942 _aBackaler, Joel
245	1	0	_aDigital influence : _bunleash the power of influencer marketing to accelerate your global business / _cJoel Backaler ; foreword by Peter Shankman.
260			_aNew York : _bPalgrave Macmillan, _c2018.
300			_axvi, 214 p. : _bill. col. ; _c24 cm.
504			_aIncludes bibliographical references and index.
505	0		_aCh. 1. Introduction -- Ch. 2. Then vs. Now: Influencer Marketing (Re-)Defined -- Ch. 3. Levels of Influence: Key Characteristics of Modern-Day influencers -- Ch. 4 A Global Phenomenon: The Rise of Influencers Around the World -- Ch. 5. Business to Consumer (B2C) Influencer Marketing Landscape -- Ch. 6. Business to Business (B2B) Influencer Marketing Landscape -- Ch. 7. Discovery Influencers: Finding the Perfect Match -- Ch. 8. Engage Influencers: Developing an Effective Outreach Strategy -- Ch. 9. Working with Influencers: Potential Path to Take -- Ch. 10. Know the Risks: The Dark Side of Influencer Collaboration -- Ch. 11. Measure Success: What's the Return on Investment -- Ch. 12. Case Studies: Influencer Marketing Best Practices from Around the World -- Ch. 13. What's Coming: The Future of Influencer Marketing.
520			_aThis 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.
650		0	_9943 _aInternet marketing
650		0	_9523 _aSocial media _xMarketing
650		0	_9841 _aCustomer relations
650		0	_9944 _aSocial marketing
942			_2ddc _cBK