000			03091cam a22003258i 4500
001			on1152051968
003			OCoLC
007			ta
008			210528s2021 enk e b 001 0 eng
010			_a 2020057331
020			_a9781789667257 (paperback)
020			_a1789667259 (paperback)
020			_a9781789667271 (hardback)
020			_a1789667275 (hardback)
035			_a(OCoLC)1152051968 _z(OCoLC)1152059758
042			_apcc
050			_aHF5415 _b.G57 2021
100	1		_aGlenister, Gordon.
245	1	0	_aInfluencer marketing strategy : _bhow to create successful influencer marketing / _cGordon Glenister.
260			_aLondon : _bKogan Page, _c2021.
300			_axvi, 285 p. : _bill.
504			_aIncludes bibliographical references and index.
505	0		_aIntroduction -- 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.
520			_a"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"--
650		4	_aMarketing _xSocial aspects.
650		4	_aSocial influence.
650		4	_aSocial media.
650		4	_aInternet marketing.
942			_2lcc _cBK
999			_c2842 _d2842