Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business

by Joel Backaler, Peter Shankman (Foreword)

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.

230 pages, Paperback

First published September 3, 2018

About the author

Joel Backaler is a global marketing strategist, author, and international keynote.

He is the Managing Director at Frontier Strategy Group, a member of the National Committee on US-China Relations and the award-winning author of China Goes West.

His work has been featured in Forbes, BBC, and The Financial Times. Joel has launched his second book with Palgrave Macmillan, Digital Influence.

Reviews

[Shog Al Maskery · Rating 3 out of 5]

It’s interesting to get inspired for campaign ideas and how to deal with influencers.

[Megan Close Zavala · Rating 4 out of 5]

Full disclosure: this is a book written by one of my coaching clients. With that being said, this is an excellent introduction to the world of influencer marketing and a thoroughly enjoyable read. It is accessible and contemporary, and it should appeal to marketing newbies and veterans alike.