Brand Ambassadors, Brand Advocates or Brand Influencers? 10 key differences
A recurring discussion in marketing departments is how to identify, engage and collaborate with strategic individuals given the numerous possibilities offered by digital technology. Although the involvement of influential people has become a common practice in several industries, their role and contribution are often misinterpreted by managers, creating a sense of general confusion in the field . Recent technological and sociological changes heavily contributed to the rise of empowered consumers that communicate on behalf of brands, also enlarging the meaning of the term ‘influencer’ . A regular consumer can today evolve into recognized brand influencer, advocate or ambassador, without necessarily being a celebrity or professional endorser with millions of fans. Although, I have noticed a convergence of these three strategic profiles, I believe there are still significant peculiarities among them . Brand Influencer : is usually a celebri...