Overview

Influencer marketing is one of the most powerful forms of advertising in today's world. Learn how to implement a successful influencer marketing strategy with this complete guide. This new edition of Influencer Marketing Strategy covers essential topics, from broad scale celebrity endorsement to micro-influencers with niche, highly targeted followings. It features new content on platforms such as Be Real, Whatsapp and Wechat and how understanding cultural differences is key to finding the right influencer for your brand. It also includes new case studies from industries such as travel and tech, demonstrating the huge opportunities it presents for organizations and industries of all sizes. Influencer Marketing Strategy is the ultimate guide for marketers, walking readers through the key considerations of incorporating influencer marketing into a wider marketing strategy. This includes the legal and ethical impacts of working with influencers and how to measure the effectiveness of campaigns. This book provides everything organizations need to understand and implement a successful influencer marketing strategy.

Full Product Details

Author:   Gordon Glenister
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Edition:   2nd Revised edition
Dimensions:   Width: 15.60cm , Height: 1.50cm , Length: 23.40cm
ISBN:  

9781398615236

ISBN 10:   1398615234
Pages:   360
Publication Date:   03 July 2024
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Chapter - 00: Introduction; Chapter - 01: What is influencer marketing?; Chapter - 02: The major platforms for influencer marketing; Chapter - 03: Creating your strategic framework; Chapter - 04: The legal impacts of influencer marketing; Chapter - 05: Working with influencers; Chapter - 06: Finding influencers; Chapter - 07: Creating an ambassador programme; Chapter - 08: Influencer marketing around the world; Chapter - 09: The future of influencer marketing; Chapter - 10: Understanding analytics and measurement; Chapter - 11: Case studies; Chapter - 12: Appendix 1 – directory of influencer marketing platforms, platforms and influencer events; Chapter - 13: Appendix 2 – glossary of terms;

Reviews

"""This book is the absolute bible for all things modern day influencing, if you serious about this game. This is an essential read."" * Brad Burton, Entrepreneur and Motivational Speaker * ""Whether you're running your own business, a social media manager at a company, or just have a general interest in the topic of influencers, Influencer Marketing Strategy is a must read. I found this to be an insightful read, full of case studies, real world examples and immediately applicable tactics. Gordon's experience and expertise as a thought leader in this field shines through in every chapter and we can only be so lucky that he has imparted all of his wisdom into these pages."" * Lauren Hannifan, Co-Founder, Snug * ""Gordon has created an easily digestible resource for anyone who needs to get under the skin of influencer marketing. With creative flair and take away advice this book is the perfect addition to the influencer toolbox. With updated chapters on AI and useful insights into personal and commercial branding this really is an essential read for anyone wanting to monetise their influencer strategies."" * Nick Ede, CEO & Founder, East of Eden PR agency * ""A great read, offering valuable insights and practical tips for anyone looking to elevate their brand's presence in the digital space by harnessing the power of creators."" * Samantha Hicks, Managing Director UK, Whalar * ""Whether you're a creator looking to expand your influence or a brand eager to work with influencers, Gordon is your guy, from strategy to execution. If you're thinking about dipping your toes into the world of influencer marketing, I can't recommend him enough. Trust me, you won't regret it!"" * Zsuzsanna Blau, Global Head of Digital Demand & Campaigns Nokia * ""Influencer Marketing Strategy offers by far the best-researched and most-insightful review of an industry boiling with opportunity. Gordon has a happy knack of combining hard facts with good stories and linking cold statistics with first-hand interviews, all helping to reveal what's happening in reality. Whether it's B2C or B2B, if you want to understand, exploit, or even get into influencer marketing, then Influencer Marketing Strategy is exactly the book for you."" * Toby Chapman-Dawe, Managing Director, Strand * ""A deep delve into the world of influencer marketing, the insight has given me food for thought on how I can implement an effective strategy here at the NHBF. It is clear that identifying the right person is crucial for your brand."" * Samantha Turner-Meyern, Digital Marketing Director, National Hair and Beauty Federation * "" This is an insightful read and full of loads of case studies and interviews packed full of tips to help the reader really navigate the influencer marketing landscape."" * Lily Tokmantseva, Marketing Director, Closer Still Media (Technology for Marketing show) * ""Gordon leaves no stone unturned in his assessment of our industry. Perhaps one of the few texts currently available to thoroughly investigate influencer marketing in its many forms and bring together the views of those forging its future."" * Craig Knox, former Managing Director of Talent and Influencer, Marketing Corner London * ""If you want a solid foundation in influencer marketing, you should definitely read this remarkable book. It will give you an organized system of actionable knowledge and a complex view from different angles."" * Nick Baklanov, Marketing specialist, HypeAuditor * "" This book is a fantastic resource for anyone involved in the Influencer Marketing industry. It brings together brilliantly the leading experts in the sector who share their views on the current and future trends."" * Andrew Canter, Global CEO, Branded Content Marketing Association (BCMA) *"

""This book is the absolute bible for all things modern day influencing, if you serious about this game. This is an essential read."" * Brad Burton, Entrepreneur and Motivational Speaker * ""Whether you're running your own business, a social media manager at a company, or just have a general interest in the topic of influencers, Influencer Marketing Strategy is a must read. I found this to be an insightful read, full of case studies, real world examples and immediately applicable tactics. Gordon's experience and expertise as a thought leader in this field shines through in every chapter and we can only be so lucky that he has imparted all of his wisdom into these pages."" * Lauren Hannifan, Co-Founder, Snug * ""Gordon has created an easily digestible resource for anyone who needs to get under the skin of influencer marketing. With creative flair and take away advice this book is the perfect addition to the influencer toolbox. With updated chapters on AI and useful insights into personal and commercial branding this really is an essential read for anyone wanting to monetise their influencer strategies."" * Nick Ede, CEO & Founder, East of Eden PR agency * ""A great read, offering valuable insights and practical tips for anyone looking to elevate their brand's presence in the digital space by harnessing the power of creators."" * Samantha Hicks, Managing Director UK, Whalar * ""Whether you're a creator looking to expand your influence or a brand eager to work with influencers, Gordon is your guy, from strategy to execution. If you're thinking about dipping your toes into the world of influencer marketing, I can't recommend him enough. Trust me, you won't regret it!"" * Zsuzsanna Blau, Global Head of Digital Demand & Campaigns Nokia * ""Influencer Marketing Strategy offers by far the best-researched and most-insightful review of an industry boiling with opportunity. Gordon has a happy knack of combining hard facts with good stories and linking cold statistics with first-hand interviews, all helping to reveal what's happening in reality. Whether it's B2C or B2B, if you want to understand, exploit, or even get into influencer marketing, then Influencer Marketing Strategy is exactly the book for you."" * Toby Chapman-Dawe, Managing Director, Strand * ""A deep delve into the world of influencer marketing, the insight has given me food for thought on how I can implement an effective strategy here at the NHBF. It is clear that identifying the right person is crucial for your brand."" * Samantha Turner-Meyern, Digital Marketing Director, National Hair and Beauty Federation * "" This is an insightful read and full of loads of case studies and interviews packed full of tips to help the reader really navigate the influencer marketing landscape."" * Lily Tokmantseva, Marketing Director, Closer Still Media (Technology for Marketing show) * ""Gordon leaves no stone unturned in his assessment of our industry. Perhaps one of the few texts currently available to thoroughly investigate influencer marketing in its many forms and bring together the views of those forging its future."" * Craig Knox, former Managing Director of Talent and Influencer, Marketing Corner London * ""If you want a solid foundation in influencer marketing, you should definitely read this remarkable book. It will give you an organized system of actionable knowledge and a complex view from different angles."" * Nick Baklanov, Marketing specialist, HypeAuditor * "" This book is a fantastic resource for anyone involved in the Influencer Marketing industry. It brings together brilliantly the leading experts in the sector who share their views on the current and future trends."" * Andrew Canter, Global CEO, Branded Content Marketing Association (BCMA) *

Author Information

Gordon Glenister, based in Essex, UK, is Global Head of Influencer Marketing for the Branded Content Marketing Association and has over 25 years' experience in promotional marketing. He is the host of Influence Global Podcast, runs his own influencer consultancy and regularly speaks around the world on influencer marketing. Glenister also runs his own influencer course helping individuals become influencers and was previously Director General of the British Promotional Merchandise Association for 11 years.

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