Influencer marketing is a method of disseminating information about various products and services to the world through influencers to increase awareness and interest in the market.
The word “influencer” comes from the English word “influence”, which is combined with “-er” (a person who does something), and means “a person who has an influence”. According to Sanseido’s dictionary, “a person who has a strong influence on many people regarding the economy, trends, values, etc.; a person who has a great influence on purchasing activities, especially through media such as the Internet.”
Difference between BtoB and BtoC
In influencer marketing, companies provide influencers with information about products and services they want to
promote
, and pay them compensation.
However, the image of an influencer is different between
BtoB
and BtoC. This is because the purchasing process for products and services is different between BtoB and BtoC.
In BtoC, individuals can make purchasing decisions, so it is desirable to have an influencer who is highly liked by consumers and who has a large number of comments on their posts with content that resonates with them.
On the other hand, in BtoB, purchases cannot generally be made based on individual judgment alone, and the decision-maker is often someone higher up in the organization. Therefore, it can be said that a person who can influence the decision maker is effective. For example, if someone has expertise and is influential in the industry, such as a leading figure in the industry, it can be said that they are highly reliable.
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