Influencer Marketing: Who Really Influences Your Customers?
By: Duncan Brown (author), Nick Hayes (author)Paperback
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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.
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.
Foreword From 'The Dip' by Seth Godin Preface Nick Hayes Introduction xi Duncan Brown and Nick Hayes 1 Marketing is broken 2 What's wrong with traditional marketing today? 4 Decision-maker ecosystems 5 How influence works 6 Who are your influencers? 7 Identifying and ranking influencers 8 Who should evaluate the influencers in your market? 9 Marketing to influencers 10 Good, bad and ugly influencers 11 Marketing through influencers 12 Marketing with influencers 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 21 The future of influencer marketing Index
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