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

紀錄類型:	書目-語言資料,印刷品 : 單行本
正題名/作者:	Digital influence :/ Joel Backaler ; foreword by Peter Shankman.
其他題名:	unleash the power of influencer marketing to accelerate your global business /
作者:	Backaler, Joel.
出版者:	Cham, Switzerland :Palgrave Macmillan,c2018.
面頁冊數:	xvi, 214 p. :ill. (chiefly col.), col. map ;25 cm.
Subject:	Internet marketing. -
ISBN:	3319783955 (bound)
ISBN:	9783319783956 (bound) :
ISBN:	9783319783963 (PDF ebk.)

Digital influence :unleash the power of influencer marketing to accelerate your global business /
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245 1 0 $a Digital influence : $b unleash the power of influencer marketing to accelerate your global business / $c Joel Backaler ; foreword by Peter Shankman.
260 # $a Cham, Switzerland : $b Palgrave Macmillan, $c c2018.
300 $a xvi, 214 p. : $b ill. (chiefly col.), col. map ; $c 25 cm.
504 $a Includes bibliographical references and index.
505 0 # $a Introduction -- Then vs. now: influencer marketing (Re-)defined -- Levels of influence: key characteristics of modern-day influencers -- A global phenomenon: the rise of influencers around the world -- Business to consumer (B2C) influencer marketing landscape -- Business to business (B2B) influencer marketing landscape -- Discover influencers: finding the perfect match -- Engage influencers: developing an effective outreach strategy -- Working with influencers: potential paths to take -- Know the risks: the dark side of influencer collaboration -- Measure success: What's the return on investment? -- Case studies: influencer marketing best practices from around the world -- What's coming: the future of influencer marketing.
520 # $a "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."--book jacket
650 # 0 $a Internet marketing. $3 148374
650 # 0 $a Social media $x Marketing. $3 187376
650 # 0 $a Influence (Psychology) $3 150914
650 # 0 $a Customer relations. $3 147266
650 # 0 $a Social marketing. $3 150907
650 # 0 $a Endorsements in advertising. $3 1000121942