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Einstieg in das Influencer Marketing
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Das vorliegende essential erlutert die Prinzipien des Influencer Marketing und liefert eine praxisorientierte und komprimierte Einfhrung in das Thema. Es stellt wirkungsvolle Strategien vor und beantwortet Fragen der Praktiker: Wie kann ich entscheiden, ob sich diese Marketing-Form fr mein Produkt eignet? Wie whle ich die richtigen Kanle und schlielich auch die richtigen Influencer aus? Wie wirkt Influencer Marketing in meinem Marketing-Mix? Klassische Marketing-Kampagnen schaffen es immer weniger, die Wahrnehmungsschwelle der Konsumenten zu durchdringen und somit deren Aufmerksamkeit zu erlangen. Sie schenken der klassischen Werbung immer weniger Vertrauen und holen sich Informationen nach dem Pull-Prinzip. Diese Entwicklung bedient den Trend des Influencer Marketing. Die Autoren geben Anwendungsbeispiele und Entscheidungshilfen.
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