In a new book, Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business, Frontier Strategy Group’s Joel Backaler advises global business executives about how they can build trust with their target audiences (including potential customers/consumers/partners) in foreign markets by partnering with a new type of partner – local digital influencers.
The book, published by Palgrave Macmillan and released on Amazon.com today, provides a first-of-its kind analysis into a trend that has lasting implications for businesses around the world. It arms business leaders with an actionable toolkit of frameworks, case studies, and how-to tips to build an effective global influencer strategy that endures over time and generates measurable results.
According to Backaler, he wrote the book because, “I felt that influencer marketing is largely misunderstood, and often misrepresented as simply companies paying the ‘online famous’ to post branded content on social media.” He explains why the practice of influencer marketing is much more strategic for companies, “It doesn’t matter whether you’re a B2C or B2B company, when it comes to doing business – especially in international markets – the trusted voices of key opinion leaders matter. Word-of-mouth has existed since the dawn of time, but it has new relevance in the digital age where consumer trust in brands is declining, and social media empowers individuals to rise up as the new authoritative voices.”
“Local partners have always been key to unlocking the potential of foreign markets. The rise of local digital influencers is simply the next iteration of this proven approach. As with any partnership, success is determined by identifying local counterparts with the right capabilities, establishing effective collaboration frameworks, and measuring results to drive ongoing improvements,” explains Richard Leggett, chief executive officer of Frontier Strategy Group. “Backaler’s book updates the traditional international partner concept for the digital age, sharing innovative findings that business leaders can implement today to grow their overseas businesses.”
Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business, is published by Palgrave Macmillan and available on Amazon today.