Best Practices In Influencer Marketing

Linda Pophal

Description

The internet and online communications, including social media, have had a marked impact on how businesses in both business-to-consumer (B2C) and business-to-business (B2B) environments engage with their audiences. Paid advertising efforts have, for some companies, taken a back seat to marketing in ways that leverage online communication to influence their audiences – driving people to their websites where they may engage with the brand and, ultimately, make a purchase decision.

"Influencer marketing" has become a big buzzword in this new environment. It's a term that refers to leveraging the influence of key people and businesses to support your brand and spread the word about your products and services through their own social channels.

Influencer marketing means different things to different people and is approached in a variety of ways. In this book, digital marketing experts share their definitions, best practices and case examples to help you determine whether this form of marketing would work for you and, if so, how to make it happen!

Sujets

• Marketing digital
• Business
• Economics
• Marketing et communication
• Digital Marketing
• Communication digitale

Informations

• Publié par: eBookIt.com
• Date de parution: 11 août 2016
• Nombre de lectures: 3
• EAN13: 9781456627218
• Langue: English

Extrait

Best Practices
In Influencer Marketing
 
Linda Pophal

Copyright 2016 Linda Pophal,
All rights reserved.
 
 
Published in eBook format by eBookIt.com
http://www.eBookIt.com
 
 
ISBN-13: 978-1-4566-2721-8
 
 
No part of this book may be reproduced in any form or by any electronic or mechanical means including information storage and retrieval systems, without permission in writing from the author. The only exception is by a reviewer, who may quote short excerpts in a review.
Influencer Marketing: 20+ Influencer Marketing Experts Weigh In With Tips, Advice and Best Practices
The Internet and online communications, including social media, have had a marked impact on how businesses in both business to consumer (B2C) and business to business (B2B) environments engage with their audiences. Paid advertising efforts have, for some companies, taken a back seat to marketing in ways that leverage online communication to influence their audiences—driving people to their websites where they may engage with the brand and, ultimately, make a purchase decision.
Influencer marketing has become a big buzzword in this new environment. It’s a term that refers to leveraging the influence of key people and businesses to support your brand and spread the word about your products and services through their own social channels.
Moms and millennials have been two key demographics where influencer marketing has seen success, but any demographic group can be readily targeted, and influenced, by calling upon the clout of others.
While influencer marketing is getting buzz in the new world of digital marketing, it’s really not a new concept. In fact, influence—or word of mouth—has long been shown to have a significant impact on consumers’ decisions to buy products or services, or to engage with customers. According to research by McKinsey & Company , word of mouth drives 20 to 50 percent of all purchasing decisions. Historically, that influence may have occurred over backyard fences, or by the water cooler; today it’s far more likely to occur online where it also has far more reach and, consequently, far greater impact.
Today, though, influencer marketing is getting a big boost with brands taking increasingly creative approaches to build engagement online.
Definitions: Clearing Up the Confusion
Defining influencer marketing in the online space can be somewhat challenging as perspectives can differ wildly. Here’s a look at how experts in digital marketing are defining this term:
• Influencer marketing is a new term for an old practice, says Ana Raynes, director of social media at the integrated marketing, PR, digital agency, Didit , headquartered in Mineola, Long Island. “It pre-dates the internet and can be said to extend at least as far back as 1924 , when Edward Bernays brought silent era Hollywood stars to the White House to endorse the likeability of President Calvin Coolidge ,” she says. “ Nike’s decision to pay Michael Jordan $500,000 in the 1980s to do nothing more than wear Nike’s shoes ushered the tactic into the modern era. Today, influencer marketing is usually accomplished by finding a popular social media figure who in some way is ‘relevant’ to one’s brand, and inducing this person to mention the product one is promoting in his or her stream of communications to hundreds of thousands of online fans.”
• Wilson Raj, global director for Customer Intelligence at SAS , says, “Influencer marketing is a strategic intent that directs the brand’s resources and seeks to encourage individuals or groups—customers, prospects, partners, etc.—to do something on behalf of that brand, with or without any expectation of mutual benefit.” It is that expectation of mutual benefit that can raise some issues, concerns, and potential risks for marketers, as we’ll see.
• “Influencer marketing is the concept of using industry influencers to promote your message to potential customers,” says Oleg Korneitchouk, director of marketing for SmartSites , an online marketing firm based in New Jersey. “Instead of marketing directly, you work with influencers in the industry to promote your message for you.