Fundamentals
an individual who impacts the choices, opinions, or behaviors of others, particularly through digital platforms like TikTok, YouTube, or Instagram
Influencer
A strategy marketers use to tap into feelings like excitement, belonging, pride, or fear of missing out (FOMO) by making our wants feel like necessities
Emotional Marketing
A motivational theory that organizes human needs into five levels, from basic to advanced: physiological, safety, love/belonging, esteem, and self-actualization
Maslow's Hierarchy of Needs
The overall identity a business builds through design, messaging, and customer experience
Branding
the amount remaining after all expenses are paid
Profit
a Short-Term collaboration between a brand and an individual where both benefit by reaching a shared audience and working toward a common goal
Brand Partnership
Something fundamental to human survival, well-being, or daily functioning: Food, water, shelter, and safety, or clothing, education, and connectivity
Need
New, original data collected directly from a source for a specific purpose
Primary Research
The limited release or “drop” of merchandise products by brands to generate hype, exclusivity, and urgency among consumers
Drop Culture
the total amount of a product or service that’s available to buy
Supply
A content creator that is the most intimate and personal; Usually has only 1,000 to 10,000 followers
Nano-Influencer
Measurements or data points collected from sources like websites, apps, and social media that track how people interact with content, products, or campaigns
Metrics
Data or information that has already been collected and published by others
Secondary Research
A company’s promise that the customer will be satisfied with the product or service, or they’ll get their money back
Guarantee
the desire people have for a particular product or service and are willing to pay for it
Demand
A type of partnership where an influencer promotes a product/service on an extended basis in exchange for money, free products, or other perks. Long-Term
Brand Deal
Characteristics that help marketers attract customers and encourage people to buy; Price, Product, Place, Promotion, People, Process, Physical Evidence
The 7 P's
Research that uses words, stories, and observations to help marketers understand consumer opinions, perceptions, and reasons in greater detail
Qualitative
A set of products/services a business offers, including add-ons, and limited editions that work to meet customer needs and provide value
Product Mix
The network of people, companies, resources, activities, and technology involved in creating and delivering a product
Supply Chain
When consumers stop supporting an influencer because of something they said, did, or promoted; leading to major backlash
The character, credibility, and values that a brand or company stands for and is what makes that brand trustworthy and meaningful to its customers.
Ethos
A strategy for selecting a group of people who represent a larger population
Sample Population
a company’s formal promise to repair, replace, or service a product if it has a defect or issue within a certain time frame
Warranty
A calculation that reduces the original selling price and is used for promotional discounts or clearance purposes
Markdown