The Glossary

Everything you need to know about brand marketing from intel on direct-to-consumer brand strategy to the latest innovations in retail tech and martech.

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Community Management - this is about engaging with your audience beyond your social media publishing. It’s part customer service, part listening to the internet, and part being active in discussions that relate to your brand.

Earned Media Value - also known as EMV, is the metric for quantifying the estimated value of consumer engagement with digital earned media. It assigns a unique value to a piece of content based on the engagement received from followers and consumers. This value is then attributed to the specific brands mentioned within the post. EMV can be used to evaluate the earned performance of individual marketing campaigns and benchmark brands within the competitive landscape. (defined by Tribe Dynamics)

Public Relations - this is the art of communicating a business or brand’s messages to the consumers they hope to reach, impact and influence. The primary role of a publicist is to work with a brand to decide what those messages will be, how they will be delivered, who will deliver them, what platform to use, and how to deeply engage with this targeted niche audience in a meaningful way.

Social Media Marketing - the production and distribution of social content to reach new customers and communicate with your current ones. Here, you might be focused on things like reach, engagement, and how much traffic a post drives to your site.

Macro-Influencers - established brand ambassadors with 300k to 1M followers on their primary channel. Ambassadors with 1M+ followers are known as powerhouse or celebrity influencers.

Martech - the blending of marketing and technology. Virtually anyone involved with digital marketing is dealing with martech, since digital by its very nature is technologically-based. The term “martech” especially applies to major initiatives, efforts and tools that harness technology to achieve marketing goals and objectives. (defined by MarTech Today)

Micro-Influencer - emerging, up-and-coming brand ambassadors with fewer than 100k followers on their primary channel.