Digital Marketing All-In-One For Dummies, 2nd Edition

Chapter 1

Communicating with Influencers

IN THIS CHAPTER

Getting the lay of the land

Redefining “influence”

Knowing what your business needs to launch successful programs

Congratulations! You’ve arrived at the era of influencer marketing: an exciting, interesting, fresh, ever-changing, and seriously fun time to be a marketer! You’re gonna love it here.

What makes influencer marketing so compelling? For one thing, it simply couldn’t have existed before now. Influencer marketing brings together age-old concepts but gives them a modern, social media twist, and then distributes them across platforms that change almost daily. And the results are stunning.

Influencer marketing is unprecedented and truly differentiates itself from the old marketing practices. In fact, it challenges most of them. This medium pushes traditional boundaries — and that’s a good thing! Consumers (the folks you’re marketing to) are savvier than ever. It’s your job to keep up.

In this chapter, you get an overview of what influencer marketing is and why it should matter to you — whether you know it or not!

Defining Influencer Marketing

So, what is influencer marketing exactly? Influencer marketing is the art ...