Influencer marketing in B2B / Julie AZORIT SANTAELLA / 2019

Titre : Influencer marketing in B2B Type de document : Mémoire Auteurs : Julie AZORIT SANTAELLA, Auteur Année de publication : 2019 Importance : 28 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management WEBMARKETING ; MARKETING INDUSTRIEL ; MARKETING STRATEGIQUE ; INFLUENCEUR Résumé : The use of influencers to touch audiences has gained ground in the marketing strategies of brands. Indeed, with the rising distrust towards advertising some B2B brands, especially in the IT industry, have already started implementing similar influencer marketing actions to B2C’s. Yet, few of them have implemented a real influencer marketing strategy as it is still recent, and concerns are particularly numerous in B2B. To be relevant, brands must choose carefully the stakeholders they will use as influencers. B2B customers cannot be considered as identical to B2C’s. This paper studied how can B2B IT brands implement an efficient influencer marketing strategy that will also help differentiate from competitors. The qualitative study conducted highlighted that expertise and neutrality are essential. Brands must let influencers express themselves even if they pay them. This will guarantee the credibility of both the brand and the influencer and will help increase trust among customers. Besides, not paying influencers can be an additional factor of differentiation for brands even if it does not discredit them to do so if done properly. Moreover, it has been showed that partnering with influencers who have already worked with competitors can actually be a guarantee of the influencer’s credibility. Note de contenu : Bibliographie p. 27-28 Programme : PGE-Reims Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=494014