03091cam a22003258i 4500 on1152051968 OCoLC ta 210528s2021 enk e b 001 0 eng 2020057331 9781789667257 (paperback) 1789667259 (paperback) 9781789667271 (hardback) 1789667275 (hardback) (OCoLC)1152051968 (OCoLC)1152059758 pcc HF5415 .G57 2021 Glenister, Gordon. Influencer marketing strategy : how to create successful influencer marketing / Gordon Glenister. London : Kogan Page, 2021. xvi, 285 p. : ill. Includes bibliographical references and index. Introduction -- 01 What is influencer marketing? -- 02 The major platforms for influencer marketing -- 03 Creating your strategic framework -- 04 The legal impacts of influencer marketing -- 05 Working with influencers -- 06 Finding influencers -- 07 Creating an ambassador programme -- 08 Influencer marketing around the world -- 09 The future of influencer marketing -- 10 Understanding analytics and measurement -- 11 Case studies -- Appendix 1 Directory of influencer marketing platforms, agencies and consultants -- Appendix 2 Glossary of terms -- Index. "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"-- Marketing Social aspects. Social influence. Social media. Internet marketing. lcc BK 0 0 0 0 PNLIB PNLIB GEN 2021-06-17 HF5415 .G57 2021 PNLIB21062655 2021-06-17 2021-06-17 BK 2842 2842