In the digital world, there is a lot of lingo and jargon that gets thrown around. Terms that initially had value can denature into something entirely different with prolonged and excessive misuse.
Marketer is a general term used to blanket everyone who promotes businesses. It involves market research and consumer analysis. Don’t be mistaken, influencers are marketers. They are really just a sub-category.
In most cases, ‘marketer’ is a term attached to traditional marketing. Influencers, on the other hand, are newer. It’s not uncommon to see the two pitted against each other. With all of their similarities, influencers are more specific with their methods.
Influencers use themselves as a means to promote something. They rely on their personal connection with the audience. This is an honest way of receiving feedback, but it is important to not get enamored with likes and followers. This isn’t to say that traditional marketers can’t get personal. The effectiveness is not in the type, but in the technique.
Using influencers to market brands is more common, but it is not without its scrutiny. Influencers have a bad reputation for not having a role in the digital sphere. To some, they are there for vanity. It isn’t fair to generalise a crowd for some who are incapable. Like any field, there are those who excel and those who do not.
Instead of trying to debate the better of the two, look at individual entities that are capable. This takes a lot of leg work to sift through an endless stream of options. Before you engage a marketing team or an influencer, look at what you really need.
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