Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business

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Springer, Aug 22, 2018 - Business & Economics - 214 pages

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.

 

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Contents

1 Introduction
1
Influencer Marketing ReDefined
5
Key Characteristics of ModernDay Influencers
19
The Rise of Influencers Around the World
36
5 Business to Consumer B2C Influencer Marketing Landscape
55
6 Business to Business B2B Influencer Marketing Landscape
69
Finding the Perfect Match
86
Developing an Effective Outreach Strategy
103
The Dark Side of Influencer Collaboration
136
Whats the Return on Investment?
155
Influencer Marketing Best Practices from Around the World
171
The Future of Influencer Marketing
187
Appendix
202
Image Glossary
205
Index
207
Copyright

Potential Paths to Take
119

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About the author (2018)

Joel Backaler is Managing Director of Global Marketing for Frontier Strategy Group, an international business advisory serving more than 5,000 global executives. He is the author of China Goes West (Palgrave Macmillan), an award-winning international business book that examines the global rise of Chinese brands. In addition to companies from emerging markets, Backaler has worked with many of the world’s top brands, including Cisco, Johnson & Johnson, Philips, HP and Danone.

He is a frequent contributor to media outlets such as The Financial Times, The New York Times, Bloomberg and the Harvard Business Review. He is also a sought after public speaker, with previous engagements at Northwestern University, the London School of Economics, the Hamburg Summit, the Emerging Markets Summit, and the U.S. Department of Commerce.

Backaler is a graduate of Connecticut College, a former Fulbright Scholar and is fluent in Mandarin Chinese. He currently lives in Los Angeles with his wife Qian and son Henry.