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.
Cosa dicono le persone - Scrivi una recensione
Nessuna recensione trovata nei soliti posti.
2 Whats wrong with traditional marketing today?
3 How buyers buy
4 Decisionmaker ecosystems
5 How influence works
6 Who are your influencers?
7 Identifying and ranking influencers
8 Who should evaluate the influencers in your market?
13 Evaluating influencer marketing
14 Influencer marketing and word of mouth
15 Social media the new influence enablers
16 Influencing through social media
17 Influencing consumers
18 Influencers in consumer markets
19 How to structure influencer marketing in your organisation
20 Making influencer marketing work for your company
Altre edizioni - Visualizza tutto
Influencer Marketing: Who Really Influences Your Customers?
Duncan Brown,Nick Hayes
Anteprima limitata - 2008
Accenture activities advertising agencies analyst firms Analyst relations approach audience aware bloggers blogosphere blogs brand buyers cent chapter client company’s competitors connectors consultants consumer create credibility customers decision process decision-makers doesn’t ecosystem encers engage example expertise firm’s forums global groups identify influencers impact important individuals industry analysts influ influencer categories influencer marketing Influencer50 journalists and analysts key influencers Key points LinkedIn major marketing budget marketing departments marketing director measure MySpace opinion organisations PalmSource person players prospects purchasing rarely relationship retail risk Robert Scoble role sales force sales objections salespeople sector segment selling Seth Godin social media specific spend strategy suppliers supply chain talk target market Technorati there’s they’re top influencers top-tier trade shows traditional marketing trust typically understand vendors wikis Wipro won’t Yahoo you’re YouTube