This book presents in a well-founded and pragmatic manner the success factors of influencer marketing for both the corporate and the influencer perspective. Marketing professionals learn whether influencer marketing is suitable for their goals and how they can successfully incorporate influencer marketing into their communication strategy who can find the right influencers, brief them properly and work successfully with them while keeping an eye on the legal framework. Influencers receive valuable suggestions on how they can further professionalize and expand their careers.
A great advantage of this work is that it provides both influencers and marketing professionals in companies with expert knowledge, because both sides can only be successful in a professional relationship with sometimes fragile interaction.
Extract from the content
- What does marketing look like in the age of influencers?
- Brand strategic fit in influencer marketing
- Competition law basics of influencer marketing
- Platforms, instruments and networks in influencer marketing
- Building an influencer marketing campaign
- Testimonials from influencers
- 14 structured case studies from B2C and B2B – from food and fashion to media and healthcare to science and technology
The editor
The entrepreneur Marlis Jahnke has been managing partner of INPROMO GmbH, an agency for online communication, since 1999. In 2014 she founded Germany’s first influencer marketing platform with HashtagLove. With innovative matching logic, a high level of automation and individual curation, HashtagLove implements high-reach and authentic campaigns with influencers.
With contributions from Prof. Regina Brix, Dr. Annette Bruce, Thomas Fuchs, Dr. Caroline Hahn, Fabian Held, André Krüger, Melanie Lammers, Franziska von Lewinski, Hendrik Martens, Moritz Meyer, Monika Sekara, Simon Unge
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