PDF Ebook Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business, by Joel Backaler Peter Shankman
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Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business, by Joel Backaler Peter Shankman
PDF Ebook Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business, by Joel Backaler Peter Shankman
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From the Back Cover
This book brings order to the chaotic and rapidly evolving world of influencer marketing by providing readers with much needed context, frameworks, and best practices. Written for busy marketing professionals working in both domestic and international markets, it addresses these topics in a highly actionable and engaging manner.Digital Influence covers everything from how to identify the right influencers and determine "level of influence" to collaborating with influencers and measuring ROI. It turns out, it's not all about paying online celebrities outrageous sums to post sponsored content. Backaler also provides much-needed context for why influencer marketing is flourishing today, and perspective into what a more technologically-enabled, globally-connected future will look like.Ultimately, people want to learn from trusted peers, not faceless companies. Better than any corporate marketing function, influencers understand how to make best use of social media platforms and tailor content for their respective cultures to engage consumers in their home markets. Business leaders should arm themselves with Backaler's book to ensure they're not left behind.
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About the Author
Joel Backaler is Managing Director of Global Marketing for Frontier Strategy Group, an international business advisory serving more than 5,000 global executives. He is the author of China Goes West (Palgrave Macmillan), an award-winning international business book that examines the global rise of Chinese brands. In addition to companies from emerging markets, Backaler has worked with many of the world's top brands, including Cisco, Johnson & Johnson, Philips, HP and Danone. He is a frequent contributor to media outlets such as The Financial Times, The New York Times, Bloomberg and the Harvard Business Review. He is also a sought after public speaker, with previous engagements at Northwestern University, the London School of Economics, the Hamburg Summit, the Emerging Markets Summit, and the U.S. Department of Commerce. Backaler is a graduate of Connecticut College, a former Fulbright Scholar and is fluent in Mandarin Chinese. He currently lives in Los Angeles with his wife Qian and son Henry.
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Product details
Paperback: 232 pages
Publisher: Palgrave Macmillan (September 20, 2019)
Language: English
ISBN-10: 3030086917
ISBN-13: 978-3030086916
Product Dimensions:
6.1 x 0.5 x 9.2 inches
Shipping Weight: 15.2 ounces (View shipping rates and policies)
Average Customer Review:
5.0 out of 5 stars
23 customer reviews
Amazon Best Sellers Rank:
#3,805,543 in Books (See Top 100 in Books)
I am part of startup that has developed a monetized software to make it simple and free for influencers to recommend products to their followers. I was researching content to help us answer 3 questions1. What is the best value proposition for influencers?2. How valuable are influencers to brands in today's digital age?3. How are those two connected?Backaler's book beautifully answers all 3 questions, but especially question 1 by defining an influencer today. He simply breaks them into different categories and outlines their values and drawbacks. For example, it is not the number of followers an influencers has or their celebrity status. but rather it's all about context. Influencers only influence when the matter is something they are known for (authenticity & creditability).This was a game changer and we changed our go to market strategy to influencers and our value proposition to them. It's incredible how impactful that one change was to our business. This is just one example of how impactful this book is for us. After I was half way through reading it, I actually purchased a copy for the rest of the team and 80% of our strategy has some insight from this one book.Easily, the best digital marketing book I have ever read. I would recommend it to anyone in the digital space, especially in Social Media and affiliation marketing space.
After living in LA and now London (two major hubs for influencer marketing), I've been able to see just how global this phenomenon is. The author does a really good job diving deep into the universal takeaways for marketers, but also going around the world — region-by-region — to share a wide selection of examples that really bring his points to life.
This is an excellent book that highlights an important global business trend that is pervasive and yet hasn't been given the analytical treatment it deserves until now. I'm the organizer of a large global business conference in Los Angeles, and I am constantly on the lookout for new global trends worth highlighting. Understanding the phenomenon of working with influencers to enhance relevance and authentic reach is a key interest for nearly every company these days, whether in the B2B, B2C, or in some cases even B2G (government). Having read my kindle copy of Digital Influence, I feel like I've come a very long way into this topic for my audience of global decision-makers. Extremely engaging content, and very timely. I strongly recommend.
Just finished reading Digital Influence on a short 3-hour flight. First, it was incredibly easy to read. It was fascinating to learn about the global implications of influencer marketing, we're seeing it a lot in China here too. I used to just think it was companies paying bloggers/Instagrammers to promote products, but there's obviously more than meets the eye here. A lot of real world useful information here that I think we can apply in my business. A real resource to have. This is the future of marketing and the author clearly lays out for everyone to see.
I love researching new international business trends for my role at a global consultancy. I picked this eBook up based on a friend's recommendation and am really impressed by both the number of countries covered and different industries. I enjoyed reading it very much.
I usually find business books hard to get through, but this one was different. Each chapter opened up with a really interesting story that illustrated key points that the chapter covers. I got through the Kindle version really quickly as a result. Great read!
This book really opened my eyes to the brand side of influencer marketing. I've worked with big brands as a music industry influencer in the past, but this helped explain the brand perspective - their goals, internal challenges and what they're looking to get out of the collaboration. I'm hoping I can put this in to action on my next brand collab
I sometimes work with local artists to promote their work at my stores. What I found very interesting about this book is it opened my eyes to different ways I could be collaborating with them, and indirectly engaging their audiences to build my own retail brand. This was a very action-oriented book - well done.
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