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.
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