Influencer Marketing: Employing Influencers

Today's consumers are dispersed over thousands of media platforms that are saturated with content and advertising. That's why marketers are struggling to even generate awareness, least of all sales, on a cost-effective basis. Consequently, many are turning to influencers: individuals who already have large, attentive followings that they can persuade to action. Successful influencer marketing, however, requires more than merely asking social media stars to endorse a product. Without a well-planned strategy based on critical evaluation, marketers risk losing money, time and opportunities; damaging their brands; and even violating federal regulations.  In this course, students learn how to research, evaluate and employ the right influencers for their markets and how to legally and strategically integrate them into marketing campaigns that achieve specific goals.