Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business (Joel Backaler, 2018)

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  • People are becoming less and less trusting of brands
  • Invasive ads are interruption marketing and are not as effective as influencer marketing.
    • Consumers are more receptive to influencers
    • Word of Mouth 2.0
    • Celebrities as original influencers
    • Decline of gatekeepers
    • Advance of creator’s toolkit
  • Influencer community
    • Celebrity influencers
    • Category influencers
    • Category/micro-influencers
    • Micro-influencers
  • Influencer ABCC: Authenticity, Brand fit, Community (reach, resonance, relevance), Content
  • Influencers must remain genuine and relatable.
  • Influencer marketing is becoming a much more sophisticated discipline and IM content generates 2-4 times ROI with higher engagement.
  • Collaboration methods
    • Incentivise influencers to share brand content
    • Co-create new content with influencers
    • Cultivate brand-managed influencer communities
    • Repurpose existing influencer content
    • Hold in-person event
    • Develop influencer-driven affiliate sales programs
    • Run competitions and giveaways
    • Experiment with influencer social media account takeovers


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