Influencer Marketing in Social Networks as a Strategic Tool in Social Media Marketing

Trabajo Escrito , 2017 , 25 Páginas , Calificación: 1,7

Economía de las empresas - Marketing en línea y fuera de línea

What makes marketing with influencers so promising and how can influencer marketing in social networks be implemented as a strategic instrument in social media marketing?

First, the development and growth in importance of corporate marketing activities is presented against the historical background of the past 60 years and how marketing and its focus have changed significantly over this time. In this context, the emergence of online marketing, social media marketing and, above all, influencer marketing will be elaborated and it will be explained what makes influencer marketing so interesting for companies and their marketing objectives and how this differs from classic forms of marketing.

Subsequently, it is explained how influencer marketing can be used as a strategic tool in social media marketing. To this end, three social media platforms that are particularly relevant for influencers will first be presented: Weblogs, YouTube and Instagram. Then it will be worked out how companies can find and win over the influencers relevant to their marketing goals and which areas of application come into question for influencer marketing. In addition, possible risks that influencer marketing can entail are highlighted.

Inhaltsverzeichnis (Table of Contents)

• 1 Introduction
• 2 Marketing through the ages
• 2.1 The beginnings of marketing activities
• 2.2 Importance of marketing at the turn of the millennium
• 2.3 Online Marketing and the emergence of Social Media Marketing
• 2.4 Influencer Marketing
• 3 Use of Influencer Marketing as a strategic instrument in Social Media Marketing
• 3.1 The most important Social Media platforms
• 3.1.1 Weblogs
• 3.1.2 YouTube
• 3.1.3 Instagram
• 3.2 Finding the right influencers
• 3.3 Areas of use of Influencer Marketing
• 3.4 Possible risks of Influencer Marketing
• 4 Final reflection

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This term paper examines the strategic potential of influencer marketing in social media marketing. The main objective is to understand why influencer marketing is a promising strategy in today's digital landscape, highlighting its implementation as a crucial element of social media marketing. The paper will also analyze how influencer marketing has evolved from its origins to its current significance in the digital age.

• The historical development of marketing practices and its evolution in the digital age.
• The emergence and significance of influencer marketing in the context of social media marketing.
• The strategic use of influencer marketing across various social media platforms.
• Identifying and working with relevant influencers for marketing goals.
• The potential risks associated with influencer marketing.

Zusammenfassung der Kapitel (Chapter Summaries)

The first chapter introduces the contemporary context of influencer marketing, emphasizing its prominence in the digital era. The shift from traditional online advertising to influencer marketing is explored, highlighting the growing importance of consumer trust and engagement in online spaces. The paper then delves into the origins of marketing practices, tracing its historical development from the post-World War II era to the present day. Chapter two explores the evolution of marketing strategies, focusing on the transition from production-oriented models to consumer-centric approaches. The rise of online marketing, social media marketing, and, most importantly, influencer marketing is discussed, analyzing their key characteristics and impact on marketing strategies.

Chapter three delves into the strategic application of influencer marketing within social media marketing. The paper identifies key social media platforms relevant for influencer marketing, including weblogs, YouTube, and Instagram. The chapter then addresses the process of identifying and collaborating with relevant influencers to achieve specific marketing goals. Various areas of application for influencer marketing are explored, and potential risks associated with this strategy are highlighted.

Schlüsselwörter (Keywords)

The term paper focuses on the key concepts of influencer marketing, social media marketing, digital marketing, online advertising, consumer trust, brand credibility, strategic partnerships, and content creation. The paper also explores important social media platforms such as weblogs, YouTube, and Instagram, emphasizing their relevance to influencer marketing strategies.

• Universidad: Private University of Applied Sciences Goettingen
• Calificación: 1,7
• Autor: Anonym (Autor)
• Año de publicación: 2017
• Páginas: 25
• No. de catálogo: V1180577
• ISBN (PDF): 9783346593832
• Idioma: Inglés
• Etiqueta: influencer, marketing, social, networks, strategic, tool, media