Influencer Marketing - Duncan Brown, Nick Hayes

Influencer Marketing is the next serious book in the tradition of The Tipping Point (Gladwell), The Influentials (Berry and Keller) and Purple Cow (Godin).

The book demonstrates clearly, authoritatively and with numerous real examples Seth Godin’s widely accepted view that it’s ‘useless to advertise to anyone except connectors with influence’.

It is written by a team presently advising a raft of the world’s leading companies, both in Europe and the US, about influencer marketing in the real world - so it is rigorous, practical and applicable.

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 influencers, the blogs and the wikis grow - marketers need to know why and how to use this knowledge
	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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