We live in a digital era where we communicate messages all the time. We are surrounded by social media and different channels, basically… WORDS. Here I gathered some keywords for influencer marketing and put them in alphabetical order to make it easier to understand specific definitions in ONE post.
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brand advocate: is a highly satisfied customer that recommends the product/ favorite products without being paid by the brand.
brand affinity: describes the buyers who stick to a brand having a high level of satisfaction (“fell in love” with the brand), an individual’s brand preference given a product category.
brand awareness: consumers being able to recognize the brand by its name, relate to its products/ services
brand experience: providing an authentic and engaging experience tailored for your target group where you will earn appreciation and their trust
buyer’s journey: it is a journey where a consumer becomes aware of product/ brand, develops preference then purchases the product and lastly gives feedback about the product experience
buying community: a community of people that share the same interest who come together and purchase with a common purpose
competitive advantage: is when a producer/ brand can offer a higher value or differentiate compared to other competitors
connection points: digital touch-points where the customer and brand meet and connect
conversion: a stage where the buyer (lead) turns to purchasing (sales), but conversions are not only sales – it could also be signing up to a newsletter.
customer advocacy: a brand serving and making the customer so happy that they will naturally promote the brand. They become loyal, satisfied and most likely repeat the purchase.
engage: is an interaction between two parties, on social media it can be measured by shares, likes, views, comments etc.
influencer: a person or group of people having the potential to influence their audience
influencer advertising: paying the influencer to mention the brand, same way as with advertisements. it has a lower impact than influencer marketing because it is not that authentic (e.g) relate to the article difference between influencer advertising and influencer marketing
influencer archetypes: ideal example/ model of an influencer that matches the campaign and brand perfectly
influencer marketing: a process where a brand research then collaborates with an influencer that has a relevant audience for the brand
KPI: Key Performance Indicator(s), there are several types of ways to measure performance depending on relevance
lead: a person or business who might become a client.
macro influencers/ celebrities: traditional influencers, famous people with a large audience such as politicians, celebrities, journalists etc.
magic middle (influencers): they are online community leaders for instance bloggers, industry insiders, experts on a topic/ focused subject, generating high levels of engagement
metrics: it is a way to assess success, process, performance, progress etc. through measurement
micro influencer: active community members with 800-10,000 followers and a highly engaged audience.
milestones: stages of a project which makes it easier to assess and measure the process so far
purchasing decision: a point in a customer journey when he/she makes a decision to buy
reach: Total size of an influencer’s online audience measured by followers, traffic, subscribers etc.
relevance: the common ground between the brand and influencer measured by the existence of a common topic and content of the influencer
resonance: attitude, behavior of the influencer’s community
ROI: Return On Investment. Measurement that shows how well the invested money is providing an uplift in sales or other effect.
share of voice: a way to measure the presence of a brand, how visible the brand is in the medium used for advertisement. It is calculated like this: total brand advertisement exposure divided by the total advertisement exposure in the category
target audience: a group of people that are possible customers, an audience your marketing campaign is aimed towards
traffic: number of visits on a page in a given time period