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 Influencer Marketing: Who Really Influences Your Customers? by Brown, Duncan |
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Brief Description Influencer Marketing is related to word-of-mouth and relationship marketing. This book provides an overview of the influencer marketing technique. It offers an analysis of how to identify who has influence, how they apply it, and how you can turn it to your advantage. It is suitable for managers and students. |
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Author Information Duncan Brown is Influencer50's Head of European Operations. He has 18 years of experience in the IT industry, firstly as a software developer and latterly as an Industry analyst. He was formerly Director of Consulting at IDC, and held a similar role at Ovum. His clients include BT, HP, IBM, Microsoft, Oracle, Vodafone and other leading IT and telecoms providers. Duncan is in high demand as a thought leader and keynote speaker. Nick Hayes is Influencer50's managing director. He has over 20 years experience working in technology marketing, for companies as large as Microsoft, HP, Sun Microsystems and Adobe to start-ups and niche players. Former founder of a successful technology PR firm, Nick saw that traditional PR was becoming commoditised, with clients simply trying to squeeze a little more coverage out of the same model of press relations. |
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Author Profile By Duncan Brown, Head of European Operations, Influencer50; and Nick Hayes, Managing Director, Influencer50 |
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Duncan Brown 's author page with latest news updates |
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Synopsis Influencer Marketing is the most important new approach to marketing in a decade for those professionals at the leading edge of purchasing decision making. It shows that key decision makers in all major markets operate within communities of influencers - because major decisions are too complex and risky to taken in isolation. The ecosystems this creates are full of these critically important people, whose impact on purchasing decisions is both pivotal and misunderstood. This new book demonstrates that - as mass media impact wanes so the role of influencers grows - marketers need to know why and how to use this knowledge. The impact of blogs, wikis and other social media is that they enable new influencers to emerge, and disperse traditional sources of influence. Large and small businesses worldwide pour billions of pounds each year into influencing what they think are their influencers.This book shows you that most of that money is being spent on the wrong people, leaving the real influencers all too often untouched. Influencers do not do the buying, are not obvious, cannot be bought, and start off neutral - which is why their potential to affect sales is so great. Influencers are not all equal - they can be assessed, ranked and prioritised to be used effectively. Influencers can be influenced the question is how to get to them to generate market awareness, leads and address sales barriers. Influencer marketing is closely related to the relentless rise and success of word of mouth (WOM) and relationship marketing, and is now established as one of the armoury of new techniques professionals must use. For all those involved in marketing and sales this book will be an essential analysis of how to identify who has influence, how they apply it, and how you can turn it to your advantage."Influencer Marketing" is one of the first books to give an overview of one of the most important and fastest growing marketing techniques to have emerged in the last ten years. Influencer Marketing is the discipline of engaging with key individuals in order to influence a market's buying propensity. This may be through increasing awareness, creating sales leads and addressing sales objections through marketing activities. Importantly, influencers may not be buyers, and may not actually make the final buying decision. But they influence decision makers through their advice, experience, opinion and research.The book exposes a range of key issues not yet widely understood by marketers. A firm's influencers are not obvious. Influencers are neutral. The potential for countering sales objections through influencers is immense. Influence cannot be bought - what is the value of celebrity-based marketing campaigns? Mass media influencer is waning, blogs and wikis are increasing. Influencer Marketing is related to word-of-mouth and relationship marketing. It will be essential reading for managers and students, and is packed with real world cases and examples based on the author's wide experience and their work with leading companies such as Nokia, Pedigree Foods, IBM, and Chevron. |
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Table of Contents Introduction ? 4ppThe birth of Influencer Marketing ? why it changes the marketing game.Chapter 1: What is influence ? 20ppChapter 2: Who are your influencers? ? 30ppCase study: diminishing influence of analysts and journalists.Chapter 3: Influencing the influencers ? 40ppCase study: using influencers as megaphonesCase study: customers as advocatesChapter 4: Influencer Marketing and the sales process ? 20ppCase study: influencer-led collateral counters sales objectionsChapter 5: Influencer Marketing and word-of-mouth ? 20ppCase study: influencer-led word-of-mouthChapter 6: Influencer Marketing and blogs ? 10ppCase study: influential bloggersChapter 7: Influencer Marketing in consumer markets ? 20ppCase study: influencer-led word-of-mouthChapter 8: Influencer Marketing in business markets ? 20ppCase study: influencer-led lead generationChapter 9: Measuring Influencer Marketing ? 15ppCase study: money-back guaranteedChapter 10: The core truths of Influencer Marketing ? 10pp1. You can?t guess who your influencers are ? research is essential2. Influencers are neutral they don?t care about you3. Influencers can be influenced4. Influence cannot be bought5. Some influencers are more equal than others.6. Influencers are changing7. Influencer Marketing optimises word-of-mouth marketing |
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Related Links - Countrybookshop Bestselling Authors in Market Research Kent, Raymond Wilson, Alan Veal, A.J. Baines, Paul McQuarrie, Edward F. Szmigin, Isabelle Schutte, Hellmut Louviere, Jordan J. |
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