Well-known personalities from entertainment, sports, or other fields
Can reach a broad audience and provide credibility.
Micro-Influencers
Individuals with a smaller but highly engaged and niche audience
Offer high authenticity and often have strong audience trust.
Macro-Influencers
Influencers with a larger following than micro-influencers
Provide a broader reach but may have less niche-specific engagement.
Nano-Influencers
Individuals with a very small, local, or hyper-niche following
Offer hyper-local targeting and authentic connections.
Expert Influencers
Recognized authorities in a specific industry or field
Provide in-depth knowledge and credibility within a niche.
Bloggers/Vloggers
Content creators who maintain blogs or video channels
Offer detailed, long-form content and a loyal readership/viewership.
Social Media Influencers
Influencers primarily active on social media platforms
Leverage their large social followings for marketing partnerships.
Brand Advocates
Customers or employees who promote a brand out of loyalty
Often have a genuine passion for the brand and can serve as advocates.
Thought Leaders
Individuals who influence by sharing innovative ideas and insights
Gain followers through expertise and forward-thinking content.
Cause-Related Influencers
Advocate for social or environmental causes
Attract followers who share their passion for the cause.
Affiliate Marketers
Promote products or services and earn commissions on sales
Can drive sales through targeted marketing efforts.
Niche Influencers
Specialize in a specific subcategory or niche within an industry
Can offer highly targeted audiences and expertise in a niche market.
Creative Influencers
Artists, designers, or creators who showcase their work
Connect with audiences through creative and visually appealing content.
Gamer Influencers
Focus on gaming content, reviews, and gameplay
Engage with a dedicated and passionate gaming community.
Parenting Influencers
Share parenting tips, advice, and product recommendations
Appeal to parents and caregivers seeking trusted recommendations.
Fitness and Wellness Influencers
Promote health, fitness, and wellness products
Inspire and guide followers in achieving their health goals.
Travel Influencers
Showcase travel experiences, destinations, and tips
Inspire wanderlust and offer travel-related recommendations.
Food and Cooking Influencers
Share recipes, cooking tips, and culinary experiences
Appeal to food enthusiasts seeking culinary inspiration.
Fashion and Beauty Influencers
Focus on style, fashion trends, and beauty products
Drive trends and influence purchasing decisions in the fashion and beauty industries.
Tech and Gadgets Influencers
Review and showcase technology products and gadgets
Influence tech-savvy consumers and early adopters.
Environmental Influencers
Advocate for environmental conservation and sustainability
Promote eco-friendly products and practices.
Health and Wellness Experts
Offer expertise in health, nutrition, and holistic well-being
Provide credible information for maintaining a healthy lifestyle.
Table of Contents
Mega Influencers
Mega influencers have a lot of pull power due to their large audience.
They may have very little knowledge about the subject, but they can publicize your product or service to reach millions in seconds.
Celebrities are major examples of Mega influencers.
Cristiano Ronaldo, for example, has 200 million followers on Instagram, and in a minute, his post can generate a million engagements.
Mega influencers are only hired by top companies because they are usually expensive to approach.
Even if the company has an ambassadorial deal with the celebrity, it still costs money to maintain that relationship.
Ronaldo is a Nike ambassador and may not collect any money to post adverts for Nike, as his ambassadorial duties may include that, but to get that deal signed, he would receive benefits in cash and in-kind.
Mega influencers, despite their reach, do not target specific audiences. In all honesty, a post from Cristiano Ronaldo may reach 30 million people, but how many of these people are really your target audience?
Well, you can’t tell. Mega influencers, despite their reach, aren’t the best for all campaigns, and if wrongly used, they can cause very huge losses.
A great example of a mega influencer is Kim Kardashian, which single post might cost as high as half a million dollars!
Macro-influencers
Macro-influencers also have very large audiences on social media, typically between a few hundred thousand to a million followers.
Unlike actual celebrities that got fame through sports, music, or other forms of art, Macro-influencers are usually popular as a result of the internet.
Popular Bloggers, Vloggers, Podcasters, and the likes fall into this category. Bloggers usually know the subject matter.
Even if they are not professionals of that field or niche, they have enough information that they feed knowledge-seeking internet users who visit their blogs because of the valuable content that they publish regularly.
They also utilize their large volume of social media followers to promote their blog content.
A good example is Pat Flynn, the Owner of the blog “Smart Passive Income” boasting of a verified Twitter account with 158,000 followers; he also runs a podcast and a verified YouTube channel of 268,000 subscribers.
On his blog, he mainly teaches easy techniques for running E-commerce businesses and harnessing passive income opportunities.
If you have a useful service in this field, such as SEO tools, Pat Flynn can dedicate a series of blog posts to discuss this topic, or a YouTube tutorial video while recommending your tool for use with several backlinks to your own website.
He can also discuss you in his podcast as he has several ways to reach his audience.
Macro-influencers are the best bet when you want to reach out to your target audience based on your subject while ensuring that you reach out to many people, especially in the awareness stage of your campaign.
Bloggers and Vloggers can work wonders for you due to their loyal audience, which looks up to them for information because they have found them trustworthy over time.
Pat Flynn is a rare one, as he engages in blogging, Vlogging, and Podcasting. But many Macro-influencers use just one medium of sharing content with their audience.
Macro-influencers help you re-strategize content, boost your brand awareness, and you can find them for almost any category you want, fashion, gaming, technology, music, and so on.
Micro-Influencers
Micro-Influencers usually have followers ranging from a few thousand to 100,000 or, on some occasions, slightly more.
They are typically more invested in the subject matter and closer to the target audience because of closer interactions and engagement via social media.
They aren’t necessarily the best for awareness, but they are good for promotion campaigns.
They also work with cheaper and less flexible budgets, making them affordable for businesses with tighter budgets.
They also receive payments in different methods, cash, products, free services, and many more.
Some of these people are well-known professionals in their fields, and their followers see their recommendations as professional advice without appearing as a means of promotion at times.
A micro-influencer can be a dietician who gives expert advice on what to eat to improve certain things in the body or even lose weight.
A company in the food industry can adequately get promoted by such a micro-influencer through recommendation.
The dietician could recommend pleasant sugar-free edibles for diabetics, and companies who produce this can get huge promotions from this.
The trust gained from these people due to expertise makes them ideal for promotional campaigns as they can drive a large percentage of their relatively small audience to consume a product.
A lot of times, these micro-influencers are usually ignored or less prioritized.
This is, however, a wrong move because each level of influencers has their levels of engagement, and different stages in marketing require different approaches.
Nano Influencers
Nano influencers usually have a similar or slightly smaller range of followers as Micro-influencers, but they do not possess the knowledge and the professional touch of the micro-influencers.
They are very vocal with their advocacy for a brand and very convincing too.
Nano influencers speak about a brand positively at any chance they get, jumping under Twitter threads or social media posts that criticize or bring up a bad or wrong image about a brand to defend them publicly.
Because of their less professional approach, however, they might come off as controversial.
Still, they usually have loyal supporters who would take their words as it comes, because they believe these nano influencers do not see the posts as promotional, they see it as an honest opinion that they should follow.
They are also relatively cheap to deal with.
Mini Influencers
These influencers are usually respected due to their knowledge of the subject matter.
Micro-influencers, although not necessarily professional, have a good online reputation, and they are known to recommend your product or service to their followers and anybody who cares to ask.
Because of their reputation, their recommendations are usually followed.
Some of these categories can be mixed together to achieve good results. You can have a celebrity post a new product you have while running a side campaign with bloggers to make reviews on it, with a backlink to your page.
While the celebrity’s post is doing rounds on social media – reaching millions of people in no time, the macro influencer can do a YouTube video comparing a product with other trendy products, highlighting and focusing on yours, making both campaigns effective the same time.
At certain times the influencers’ works will go so deep that even users of your product will join these influencers in promoting your product or service (provided it suits them), becoming a loyal customers, hence amplifying the jobs of the influencers on social media.
They are a very good source of social proof easily acceptable.
Locating Influencers for Your Campaign
After deciding on the type of influencer you want for your campaign, you need to locate them to pitch your brand to them.
Briefing them about what you want to do, how you want it done, your expectations, and the metrics by which you will judge their performance.
Mega influencers are the easiest to locate; all you need to do is go to the social media page of the influencer that fits your brand and check his/her bio.
Usually, they have many direct message requests from numerous fans, so it is best to get their email or business contact information from their bio. This way, you can easily get in touch with their managers to schedule an appointment.
Macro-influencers, too, are not difficult to find, as they are relatively small when compared to other micro and nano influencers.
Since they are typically Vloggers and Bloggers, it may be a good idea to do a YouTube research on topics that you find enthralling to your target audience.
Note the Vloggers that present them and check their subscriber count, from suggested videos and related videos too, you will see similar Vloggers.
This will help you locate the Macro-influencers in your niche, and you can easily contact them from links in their bio, most notably an email address.
You can also reach out to blogs that rank well on Google for your preferred content. Search for a series of words you think people who need your products/services will probably be searching.
Certain websites will show up repeatedly on Google’s first page with different keywords searched.
These blogs have a good ranking, and users will likely visit these blogs when finding answers to their questions; simply visit the blog and locate the contact information from there.
Looking for Micro-influencers and Nano influencers can be herculean. There are several hundred thousand of these on Instagram and Twitter, and selecting at random isn’t a good idea.
Hence it requires a more dedicated type of approach to locate these influencers.
It is important to know what has been trending online for a while and the people who create these contents.
Buzzsumo, Content Studio, SproutSocial, and HootSuite are good examples of tools that can help scan several social media websites, even with a streamline to your location, and understanding in general what content will work best for pushing your brand.
Some of these tools can also help you discover the people who get the most attention on these social media platforms, giving you a lead on who you should check their profiles.
Upon checking their profiles, you will find details on contacting them.
They don’t have overcrowded direct messages like influencers, so you can briefly engage them with a direct message to know their availability and see if they would love to be a part of your campaign before you proceed to send a brief via email.
Some popular micro-influencers do not manage themselves, and you need to get in touch with their management to pitch your brand. Other ways to locate micro, nano, and mini influencers include:
Conduct a survey with your audience, asking which social media platforms they use the most, and focus on prioritizing your influencer hunt from there.
Check LinkedIn for professionals who have a large following on other social media platforms, especially Twitter and Facebook, where interaction is high.
Check Twitter’s “trending” for hashtags and see the leading influencers from those tags. It is also a current indication of how active they are – you don’t want an inactive influencer to run a campaign for you.
Engage in competitor analysis to know the people your competitors are partnering with. Obviously, you cannot partner with those particular set of people, but it should give you an insight into who you should be on the lookout for.
Use Famebit (a platform on YouTube) where you can find influencers for various niches; Famebit makes it easy for micro-influencers to sign up without asking for any fee and collects 10% of the fee the influencer gets, hence there are thousands of influencers on that platform. Using Famebit, you can sort through influencers by different demographics like age, follower count, impressions, and engagements. Famebit gives you an easy way to connect with micro-influencers, especially for long term partnerships with different influencers for your products.
Whether you’re in the fashion industry, beauty, technology, etc., there is always a pool of influencers from you to select from.
Key Highlights on Influencer Types and Finding Them:
Mega Influencers:
Have a large audience and significant reach.
Often celebrities with massive followings.
Can generate quick publicity but may lack subject knowledge.
Expensive to work with and might not target specific audiences effectively.
Macro-Influencers:
Also have large audiences but gained fame on the internet.
Often bloggers, vloggers, podcasters, etc.
Engage with specific subjects and audiences.
Good for subject-focused campaigns and brand awareness.
Micro-Influencers:
Have smaller but more engaged audiences.
Closer interaction with followers and specialized knowledge.
Affordable option for businesses with tighter budgets.
Ideal for promotion campaigns and driving product consumption.
Nano Influencers:
Similar audience size as micro-influencers.
Less professional but very vocal and convincing.
Defend brands and products passionately.
May come off as controversial but trusted by loyal supporters.
Mini Influencers:
Respected due to their subject matter knowledge.
Known for recommendations followed by their audience.
Offer social proof and strengthen brand reputation.
Locating Influencers:
Mega influencers can often be contacted via their social media bio.
Macro influencers can be found through related YouTube research or blog rankings on Google.
Tools like Buzzsumo and Content Studio can help identify micro and nano influencers.
Conduct surveys, check LinkedIn, monitor Twitter trends, and analyze competitors for more influencer leads.
Use platforms like Famebit for finding micro-influencers for long-term partnerships.
An additional category of influencers that are relevant to a micro-niche is Mini Influencers.
What is a good influencer strategy?
A good influencer strategy balances the reach and engagement of a potential audience by partnering up with the right kind of influencer. For instance, a campaign where you connect with micro or nano influencers might be way more effective for smaller brands as it might lead to brand awareness and conversions. For much larger campaigns where the main goal is to generate buzz simply, macro or mega influencers might be more beneficial for that, as they have much more reach. Thus, it’s critical to set what’s the goal of the influencer marketing campaign.
What are the 5 characteristics of a good influencer?
There are several ways to assess whether an influencer is in target with a brand’s audience. Some characteristics of a good influencer are:
Online influencer marketing is a relatively new creation, but it has fundamentally changed how brands communicate with consumers. People with targeted audiences are now the focus of advertising efforts. Influencers can tap from small to larger audiences thus, giving companies another way to promote their products. Indeed, influencers make money by selling digital products via sponsorships and affiliations, brand ambassadors programs, and physical products.
Blogging is a prevalent and well-established practice, with popular blogging platform WordPress powering many websites on the internet. While a few successful bloggers really make money, those who do usually monetize through affiliate marketing, Google AdSense (or other advertising platforms), sponsorships, memberships, or selling their own digital and physical products.
TikTok, owned by the Chinese tech giant ByteDance turned as among the most successful native micro-video platforms, and it became the go-to platform for millions of young users. Thus, the “TikToker” has already become the evolution of the “influencer” from platforms like Instagram. Those TikTokers make money in a few ways, such as monetary gifts, sponsorships, advertising agreements, affiliations, and more.
Online influencer marketing is a relatively new creation, but it has fundamentally changed how brands communicate with consumers. People with targeted audiences are now the focus of advertising efforts. Influencers can tap from small to larger audiences thus, giving companies another way to promote their products. Indeed, influencers make money by selling digital products via sponsorships and affiliations, brand ambassadors programs, and physical products.
Podcasts make money in several ways. The primary sources of revenues from podcasting come from affiliate marketing, advertisements (in the form of pre-roll, mid-roll, post-roll), sponsorships, selling your own products, or by using podcasting to sell consulting services. Podcasting is an effective marketing and distribution channel, and it can be integrated within a business model.
Influencer marketing involves the marketing of products or services that leverages the popularity, expertise, or reputation of an individual. Influencer marketing is often associated with those who have large social media followings, but popularity should not be confused with influence. Influence has the power to change consumer perceptions or get their audience to do something different.
Instagram makes money via visual advertising. As part of Facebook products, the company generates revenues for Facebook Inc. overall business model. Acquired by Facebook for a billion dollar in 2012, today Instagram is integrated into the overall Facebook business strategy. In 2018, Instagram founders, Kevin Systrom and Mike Krieger, left the company, as Facebook pushed toward tighter integration of the two platforms.
TikTok makes money through advertising. It is estimated that ByteDance, its owner, made over $17 billion in revenues, for 2019. While we don’t know the exact figure for TikTok ads revenues, given it counted over 800 million users by 2020, it is a multi-billion company, worth anywhere between $50-100 billion and among the most valuable social media platforms of the latest years.
Account-based marketing (ABM) is a strategy where the marketing and sales departments come together to create personalized buying experiences for high-value accounts. Account-based marketing is a business-to-business (B2B) approach in which marketing and sales teams work together to target high-value accounts and turn them into customers.
Ad Ops – also known as Digital Ad Operations – refers to systems and processes that support digital advertisements’ delivery and management. The concept describes any process that helps a marketing team manage, run, or optimize ad campaigns, making them an integrating part of the business operations.
Venture capitalist, Dave McClure, coined the acronym AARRR which is a simplified model that enables to understand what metrics and channels to look at, at each stage for the users’ path toward becoming customers and referrers of a brand.
Affinity marketing involves a partnership between two or more businesses to sell more products. Note that this is a mutually beneficial arrangement where one brand can extend its reach and enhance its credibility in association with the other.
As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.
Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.
The bullseye framework is a simple method that enables you to prioritize the marketing channels that will make your company gain traction. The main logic of the bullseye framework is to find the marketing channels that work and prioritize them.
Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.
According to inbound marketing platform HubSpot, brand dilution occurs “when a company’s brand equity diminishes due to an unsuccessful brand extension, which is a new product the company develops in an industry that they don’t have any market share in.” Brand dilution, therefore, occurs when a brand decreases in value after the company releases a product that does not align with its vision, mission, or skillset.
The brand essence wheel is a templated approach businesses can use to better understand their brand. The brand essence wheel has obvious implications for external brand strategy. However, it is equally important in simplifying brand strategy for employees without a strong marketing background. Although many variations of the brand essence wheel exist, a comprehensive wheel incorporates information from five categories: attributes, benefits, values, personality, brand essence.
The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.
Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.
Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.
Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.
One of the first mentions of customer lifetime value was in the 1988 book Database Marketing: Strategy and Implementation written by Robert Shaw and Merlin Stone. Customer lifetime value (CLV) represents the value of a customer to a company over a period of time. It represents a critical business metric, especially for SaaS or recurring revenue-based businesses.
Customer segmentation is a marketing method that divides the customers in sub-groups, that share similar characteristics. Thus, product, marketing and engineering teams can center the strategy from go-to-market to product development and communication around each sub-group. Customer segments can be broken down is several ways, such as demographics, geography, psychographics and more.
Developer marketing encompasses tactics designed to grow awareness and adopt software tools, solutions, and SaaS platforms. Developer marketing has become the standard among software companies with a platform component, where developers can build applications on top of the core software or open software. Therefore, engaging developer communities has become a key element of marketing for many digital businesses.
A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.
Field marketing is a general term that encompasses face-to-face marketing activities carried out in the field. These activities may include street promotions, conferences, sales, and various forms of experiential marketing. Field marketing, therefore, refers to any marketing activity that is performed in the field.
interaction with a brand until they become a paid customer and beyond.
Funnel marketing is modeled after the marketing funnel, a concept that tells the company how it should market to consumers based on their position in the funnel itself. The notion of a customer embarking on a journey when interacting with a brand was first proposed by Elias St. Elmo Lewis in 1898.
Funnel marketing typically considers three stages of a non-linear marketing funnel. These are top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). Particular marketing strategies at each stage are adapted to the level of familiarity the consumer has with a brand.
A go-to-market strategy represents how companies market their new products to reach target customers in a scalable and repeatable way. It starts with how new products/services get developed to how these organizations target potential customers (via sales and marketing models) to enable their value proposition to be delivered to create a competitive advantage.
The term “greenwashing” was first coined by environmentalist Jay Westerveld in 1986 at a time when most consumers received their news from television, radio, and print media. Some companies took advantage of limited public access to information by portraying themselves as environmental stewards – even when their actions proved otherwise. Greenwashing is a deceptive marketing practice where a company makes unsubstantiated claims about an environmentally-friendly product or service.
Grassroots marketing involves a brand creating highly targeted content for a particular niche or audience. When an organization engages in grassroots marketing, it focuses on a small group of people with the hope that its marketing message is shared with a progressively larger audience.
Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.
Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.
Hunger marketing is a marketing strategy focused on manipulating consumer emotions. By bringing products to market with an attractive price point and restricted supply, consumers have a stronger desire to make a purchase.
Integrated marketing communication (IMC) is an approach used by businesses to coordinate and brand their communication strategies. Integrated marketing communication takes separate marketing functions and combines them into one, interconnected approach with a core brand message that is consistent across various channels. These encompass owned, earned, and paid media. Integrated marketing communication has been used to great effect by companies such as Snapchat, Snickers, and Domino’s.
Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.
Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.
The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.
Marketing myopia is the nearsighted focus on selling goods and services at the expense of consumer needs. Marketing myopia was coined by Harvard Business School professor Theodore Levitt in 1960. Originally, Levitt described the concept in the context of organizations in high-growth industries that become complacent in their belief that such industries never fail.
Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.
Meme marketing is any marketing strategy that uses memes to promote a brand. The term “meme” itself was popularized by author Richard Dawkins over 50 years later in his 1976 book The Selfish Gene. In the book, Dawkins described how ideas evolved and were shared across different cultures. The internet has enabled this exchange to occur at an exponential rate, with the first modern memes emerging in the late 1990s and early 2000s.
Microtargeting is a marketing strategy that utilizes consumer demographic data to identify the interests of a very specific group of individuals. Like most marketing strategies, the goal of microtargeting is to positively influence consumer behavior.
Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.
Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.
The Net Promoter Score (NPS) is a measure of the ability of a product or service to attract word-of-mouth advertising. NPS is a crucial part of any marketing strategy since attracting and then retaining customers means they are more likely to recommend a business to others.
Neuromarketing information is collected by measuring brain activity related to specific brain functions using sophisticated and expensive technology such as MRI machines. Some businesses also choose to make inferences of neurological responses by analyzing biometric and heart-rate data.
Neuromarketing is the domain of large companies with similarly large budgets or subsidies. These include Frito-Lay, Google, and The Weather Channel.
Newsjacking as a marketing strategy was popularised by David Meerman Scott in his book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage. Newsjacking describes the practice of aligning a brand with a current event to generate media attention and increase brand exposure.
A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.
We can define pull and push marketing from the perspective of the target audience or customers. In push marketing, as the name suggests, you’re promoting a product so that consumers can see it. In a pull strategy, consumers might look for your product or service drawn by its brand.
Real-time marketing is as exactly as it sounds. It involves in-the-moment marketing to customers across any channel based on how that customer is interacting with the brand.
Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.
Reverse marketing describes any marketing strategy that encourages consumers to seek out a product or company on their own. This approach differs from a traditional marketing strategy where marketers seek out the consumer.
Remarketing involves the creation of personalized and targeted ads for consumers who have already visited a company’s website. The process works in this way: as users visit a brand’s website, they are tagged with cookies that follow the users, and as they land on advertising platforms where retargeting is an option (like social media platforms) they get served ads based on their navigation.
Sensory marketing describes any marketing campaign designed to appeal to the five human senses of touch, taste, smell, sight, and sound. Technologies such as artificial intelligence, virtual reality, and the Internet of Things (IoT) are enabling marketers to design fun, interactive, and immersive sensory marketing brand experiences. Long term, businesses must develop sensory marketing campaigns that are relevant and effective in eCommerce.
Services marketing originated as a separate field of study during the 1980s. Researchers realized that the unique characteristics of services required different marketing strategies to those used in the promotion of physical goods. Services marketing is a specialized branch of marketing that promotes the intangible benefits delivered by a company to create customer value.
Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.
Word-of-mouth marketing is a marketing strategy skewed toward offering a great experience to existing customers and incentivizing them to share it with other potential customers. That is one of the most effective forms of marketing as it enables a company to gain traction based on existing customers’ referrals. When repeat customers become a key enabler for the brand this is one of the best organic and sustainable growth marketing strategies.
360 marketing is a marketing campaign that utilizes all available mediums, channels, and consumer touchpoints. 360 marketing requires the business to maintain a consistent presence across multiple online and offline channels. This ensures it does not miss potentially lucrative customer segments. By its very nature, 360 marketing describes any number of different marketing strategies. However, a broad and holistic marketing strategy should incorporate a website, SEO, PPC, email marketing, social media, public relations, in-store relations, and traditional forms of advertising such as television.
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
