عنوان

Digital influence :

شابک

3319783963

شابک

9783319783963

شابک اشتباه

3319783955

شابک اشتباه

9783319783956

عنوان اصلي

Digital influence :

نام عام مواد

[Book]

ساير اطلاعات عنواني

unleash the power of influencer marketing to accelerate your global business /

نام نخستين پديدآور

Joel Backaler ; foreword by Peter Shankman.

محل نشرو پخش و غیره

Cham, Switzerland :

نام ناشر، پخش کننده و غيره

Palgrave Macmillan,

تاریخ نشرو بخش و غیره

[2018]

نام خاص و کميت اثر

1 online resource

متن يادداشت

Includes bibliographical references and index.

متن يادداشت

Intro; Foreword; Acknowledgements; Contents; List of Figures; 1 Introduction; 2 Then vs. Now: Influencer Marketing (Re- )Defined; Interruption Marketing Is Dead. Long Live Influencer Marketing!; Word of Mouth: The Ultimate Enabler of Influence; Rising Technologies, Disappearing Gatekeepers; Redefining the Relevance of Influencers in Our Modern World; 3 Levels of Influence: Key Characteristics of Modern-Day Influencers; Levels of Influence: Celebrity Influencers, Category Influencers, and Micro-Influencers; Roles of Influence: Different Personas for Different Use

متن يادداشت

6 Business to Business (B2B) Influencer Marketing LandscapeB2B Influencer Marketing: Where We Are Today; Interested in B2B Influencers? Don't Forget These Considerations; A Day in the Life of a Busy "B"-2B Influencer; For B2B Influencers, Objectivity Is Everything; To Pay or Not to Pay? The Answer Is Always NO!; Well ... Sometimes It's OK to Pay; B2B Influencers vs. Analysts vs. Journalists; Follower Count `"B2B Influence; Getting B2B Influencer Marketing Right; 7 Discover Influencers: Finding the Perfect Match; Getting Started: Target the Right Audience First

متن يادداشت

Influencer ABCCs: Key Factors of Modern-Day InfluencersA = Authenticity; B = Brand Fit; C = Community (Reach, Resonance, Relevance); C = Content; Finally!!! A Common Definition of Modern-Day Influencers; 4 A Global Phenomenon: The Rise of Influencers Around the World; A Global Phenomenon: Influencers Emerge Around the World; Cultural Influence: Bridging the Culture Divide to Reach Local Audiences; Global Influence: Where in the World Do Influencers Have Influence?; Local Influencers; Global Influencers; Availability of Local and Global Influencers

متن يادداشت

Next: Target the Right Influencers Who Influence That Audience3 Paths for Influencer Management: In-House, Agencies and Software Solutions; Path 1: Manage Influencers In-House; Path 2: Hire an External Agency; Path 3: Purchase Influencer Marketing Software; Discover Influencers: What It Really Takes to Identify the Right Influencers; 8 Engage Influencers: Developing an Effective Outreach Strategy; Incentivizing Influencers: To Pay or Not to Pay?; Organic Outreach: Identify Mutual Points of Interest; Paid Outreach: Avoid Spending Too Much, and Getting Too Little in Return

متن يادداشت

Opportunities to Go Global While Staying LocalGoing Global: Influencers' Expanding Role in International Marketing; 5 Business to Consumer (B2C) Influencer Marketing Landscape; B2C Influencer Marketing: Where We Are Today; Interested in B2C Influencers? Don't Forget These Considerations; When Influencers Become Brand Competitors; When Influencers Become Co-creators; When Influencers Become Distribution Channels; Solely a Distribution Channel? What About All That Content?; Compensating B2C Influencers: Can We Pay You in Jewelry?; Getting B2C Influencer Marketing Right

بدون عنوان

0

بدون عنوان

8

بدون عنوان

8

بدون عنوان

8

بدون عنوان

8

متن يادداشت

"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."

منبع سفارش / آدرس اشتراک

Springer Nature

شماره انبار

com.springer.onix.9783319783963

عنوان

Digital influence.

شماره استاندارد بين المللي کتاب و موسيقي

9783319783956

موضوع مستند نشده

Electronic commerce.

موضوع مستند نشده

Internet marketing.

موضوع مستند نشده

BUSINESS & ECONOMICS-- Industrial Management.

موضوع مستند نشده

BUSINESS & ECONOMICS-- Management Science.

موضوع مستند نشده

BUSINESS & ECONOMICS-- Management.

موضوع مستند نشده

BUSINESS & ECONOMICS-- Organizational Behavior.

موضوع مستند نشده

Electronic commerce.

موضوع مستند نشده

Internet marketing.

موضوع مستند نشده

BUS-- 041000

موضوع مستند نشده

BUS-- 042000

موضوع مستند نشده

BUS-- 082000

موضوع مستند نشده

BUS-- 085000

شماره

ويراست

شماره رده

مستند نام اشخاص تاييد نشده

Backaler, Joel

تاريخ عمليات

20200823113306.0

قواعد فهرست نويسي ( بخش توصيفي )

pn

نام الکترونيکي

نوع ماده

[Book]

تكميل شده

Y