Different
strokes for different folks as the saying goes.
Influencers, who were on the upswing appear to have plateaued. While it may be due in part to negative
publicity about their insincerity and lack of transparency, it has also been
suggested that Gen Z prefers "real people." I have to admit I am not sure what that
means. The research mentions micro- or
nano-influencers, as opposed to individuals they actually know IRL.
According
to Kantar's latest Shopper DNA Report, there are five distinct shopper
profiles.
1.
Utilitarians (36%)
2.
Explorers (20%)
3.
Researchers (16%)
4.
Discerners (15%)
5.
Budgeters (13%)
And
while we have discussed the fact that retailers are moving toward a more
experiential approach it appears that half of all consumers do not care about
that at all.
You
can review the summary of the research here...
Based
on this data, which segments are most likely to care about influencers? Experiences? Novelties?
What do the other segments care most about?
How do
MBTI preferences align with these findings?
Based on the information given what other persuasion techniques might be
employed?
In
view of generational data cited, and what we know about population trends and the
current distribution of wealth in this country, how would your prioritize your
efforts?
Mahoney
S. (2019, November 8) Influencer
Marketing Has Peaked -- Here's What's Next.
mediapost.com. Retrieved November 12, 2019, from https://www.mediapost.com/publications/article/343107/influencer-marketing-has-peaked-heres-whats-n.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=116035&hashid=pWUJIUyQGMyJVccRQy8fKxuJEXY
14 comments:
Explorers are most likely to care about influencers, according to this data. If “there doesn’t even have to be a transaction for it to be a meaningful experience,” influencers can only add to that meaning. Experiences, on the other hand, are most likely to be treasured by discerners, who have the funds to invest in experiences that matter to them. Explorers, again, would likely be most in favor of novelty. Meanwhile, utilitarians care most about efficiency while researchers care about pragmatism and budgeters about keeping costs low.
A big differentiator for MBTI is the T/F trait: some personalities make decisions by thinking through them; others based on feeling. The findings share a similar split in preferences. The utilitarians, researchers and budgeters seem to land on the “thinking” side of the split, while explorers and discerners base their decisions more on the feelings they attach to them. Based on the information given, providing an emotional experience along with that treasure-hunt mentality could be an effective way to persuade explorers. The same could be said with pairing emotion and quality to appeal to discerners.
That brings up an interesting opportunity for marketers. Considering the data and what we know about population trends and wealth, I would focus my efforts on the discerners: they are open to spending money on products or services that will benefit their lives, and population data indicates this older generation has the money to keep doing so.
Does influencers influence? I thought so although I can't seem to remember if I have ever been influenced by one. In fact, according to a research study done by Oracle, 86% of the respondents admitted they didn't trust influencers or bloggers.
Research can be found here: https://smartercx.com/influencer-marketing-are-influencers-even-influential/
That being said, I believe if some people are influenced by influencers, it's certainly the explorers. At the contrary of the utilitarians, the explorers like trying new things and the concept of novelty in general. Utilitarians like their routine, Researchers are pragmatics, Discerners spend on what matters to them and Begetters are economically anxious. The novelty principle truly applies to explorers.
MBTI applies to these findings as its Thinking or Feeling criteria will determine what kind of shopper will you be.
The population we should in most cases focus our efforts on our the ones with the most money: the discerners. With the right approach and an adequate strategy to target them (as they're generally the oldest), there's a potential very lucrative market to target.
Allan C.
Based on this data, the segment of 'Explorers' are most likely to care about influencers. Influencers are currently most impactful on millennials, and on the platform Instagram. Explorers are primarily women who are interested in experiences, social events, apps, etc. so it follows that they are most likely to see Instagram influencers promoting their products, buying based on those promotions, and then sharing their purchase back on Instagram and a full loop of an experience. For the same reasons, they are also likely to care about experiences and novelty - sharing travel, attendance at pop-up events, the newest restaurants, clubs, etc. 'Discerners', as the wealthiest segment, are also likely to care about experiences and novelties, spending on things that add value to their lives.
'Utilitarians' care the most about convenience and consistency. They are most likely to purchase from established, quality brands. As the largest segment, this makes sense in an economy still dominated by large brands.
'Researchers' care the most about quality. They are more likely to be influenced by their friends and family, as well as micro-influencers.
'Budgeters' care the most about low costs, likely to be influenced by sales and promotions and buy on retail holidays like Black Friday and Cyber Monday.
As discussed in class, the most impactful MBTI preferences are N/S and F/T.
Explorers are most likely 'F's and 'S's, caring about the social impact of their decision making, but also relying on social pressure/celebrity figures to influence them. They are likely to also be 'E's, caring about the external impact of their own and others' actions.
Researchers are most likely 'S's and 'T's, relying on experience and facts, but also looking to customer reviews to influence them.
Utilitarians and Budgeters are likely 'S's, leaning and logic and truths, and 'F's, also caring about the social impact of their decision making. This again tracks against the largest consumer segment, and most people are 'S's and 'F's.
As a marketer, in contrast to the claim of the article, efforts should NOT be prioritized toward Gen Z. In contrast to the article claims, it seems it would be beneficial to build on influencer marketing and targeting the 'Explorers', primarily millennials followed by baby boomers. Boomers are still the wealthiest age segment that spends a lot of money. Millennials are the largest age segment, and they are becoming wealthier, with many years ahead of them as consumers that do still care about brand-loyalty. While Discerners are most likely to be boomers with the largest percentage of wealth, their segment is declining, and future facing efforts should not skip over Millennials.
Huiwen xu:
Based on the research, explorers are most likely to care about influencers. They have a group about 20 percent of all shoppers and they tend to see shopping as a social event. They focus on a meaning experience and shopping seems as a hobby for them. And also, explorers may more likely to care about experience because they prefer a meaning shopping experience. In addition, diserners may be likely to care about the experience, because they are willing to pay for products and services they think can improve their lives and conveniences. Explorers are most likely to care about the novelty. They like to find new things and try new apps. Utilitarians are more likely to care about the efficiency. They hope to shop as quickly as they can. Researchers will more likely to care about the reputation. They focus on the comments by others about a product. Budgeters are more likely to care about the cost. They have a kind of anxiety on economic.
MBTI can category them as the group in judging and perceiving. Researchers, utilitarians, discerner are the group of people in judging, explorers and budgeters are in the group of perceiving. In the part of MBIT, we can create a mode to divide them to see which kind of people are most likely in which type of personality. We can determine what our shoppers may look like. The group of explorers may be a potential group. They like to try new things and in a technology era, it seems has more opportunities on them
I remember the old days we can only watch the most suggested language and behavior from the influencers when they are in the public space, such as TV shows or real events. However, these actions may be perfect, but they are not humanized. In other words, there are no perfect people in this world. Everyone has their unique advantages and disadvantages.
Now days, more and more influencers become more real than ever. They are “down to earth”, which the same as we, the normal people in some ways.
During the different market segments, I think the Explorers will be the most fitted segment for the Influencer marketing because these typical people are looking for the experience and new adventures. The Budgeters cares only about the price and the utilitarian cares only fasten the shopping process. The researchers is a very sophisticated group and they are also the top group against the influencer. They are data-based people. For the last group, Discerners, I personally think this group is the least group can be influenced because they have the money power so that they can have the freedom to make the better choice.
MBTI preferences also matter. I am the ISFP-A, my curious personality make me want to discover the new products which may easily be influenced by the influencers. Besides, more real demonstrations of the products and functions will be a good hook for some people.
Based on the current distribution of wealth, I will prioritize my efforts on the Baby boomers. Baby Boomers is the richest demographic in this society. They made up the majority of Utilitarians, and the second of Explorers. They made the purchase without questions and they also looked for new experience.
I agree that Explorers are most likely to care about Influencers, Experiences, and Novelties. These things support the treasure seeking and enjoyment of shopping by this group. The other segments Utilitarians, Researchers, Discerners and Budgetters care most about factual information, especially about price/value.
The MBTI Sensing preference aligns with most these findings since 73% of the population follows this preference. Judging and Percieveing, though opposites, both could also be employed as both measured and impulse purchases are often important.
I would prioritize my efforts towards Discerners that are ISFJ. That maximizes the behaviors, size of the preference groups and spending power.
I believe that explorers tend to be the most invested in influencers. They enjoy the experience of seeing something or someone that they admire advertising products that they will most likely buy. However, even if they do not buy this product it will get the explorer into the store and maybe not get what was originally advertised but another product instead. Either way, the explorer will end up in the store since according to the data they will most likely go to the store. One example that comes to mind when combining both an experience and influencer marketing is to have a singer or band perform at a venue where you are also selling the product. This will draw the consumer in from witnessing their favorite band perform and hopefully by drawing them in they will be able to purchase goods.
More information on combining experiential and influencer marketing can be found in this fascinating article: https://socialmediaexplorer.com/content-sections/tools-and-tips/maximize-results-by-combining-experiential-and-influencer-marketing/
LH
Based on this data, I believe Explorers are most likely to care about influencers and experiences. As far as novelties, I believe that Explorers and Discerners (if it’s a new product that may improve their life) care most. Utilitarians want what they can easily obtain and know will work. Researchers care for products that have been tested by trusted sources; they need proof that the product is the best in its category and will be worth their money. Budgeters want more bang for their buck; if they need it and it’s the right price, they’ll buy it. MBTI preferences align with these findings, because your personality determines how you live your life, including your purchasing habits. Your personality determines whether you’ll be more likely to shop online or in-store, use reviews or intuition to decide what to buy, the likelihood that you’ll make an impulse purchase or if all your purchases must be well thought out and logical, and whether you will buy based on desire or need. Based on the information given, other persuasion techniques that might be employed are authority, scarcity, and reciprocity. Based on what we know, I would prioritize my efforts by focusing on the needs and wants of Utilitarians and Researchers. They may not have the most money, but together they make up 52% of the consumer population and they have similar shopping characteristics; they both shop based on reputation and practicality.
Based on this data, I think explorers are most likely to care about influencers. This is because explorers are made up of mostly millennial women, according to the article. They are curious and interested in new experiences, new apps, etc. Therefore, if an influencer is posting about a new experience or something similar, explorers may be interested. However, I think MBTI plays a factor in persuasion. I think people who are more S than N are more likely to care about other people's reviews and what other famous people are doing. If an influencer is promoting something and an explorer is an S, then he/she will care about the influencer. If he/she is a N, maybe not so much.
Vanessa SAID ..
Ofcourse, Explores are the ones who care about influencers. This means that we are talking about the young generation of today which they are very caught up with it because they are the ones who tend to be very cautious with what is trending. For instance, Get Z are the ones who are very caught up with the purchases before they make them. People go and see reviews if they would be able to purchase them but first seeing other peoples experiences. Budgeters have a certain line to spend and care about the experiences which there are certain brands who target those individuals.
The MBT what it does it that it divides people into a certain category like their spending, interest and more.
The ones who must be employed or could be would be Millenials due to being adults and some are professionals.
Based on the data, the segments which are most likely to care about influencers are the explorers. This is because a majority of those in this segment like to try out new and different things time to time. They are also interested in novelty and new experiences which makes them explorers. Utilitarians are more of consistency and want to get their shopping done as quickly as they can while researchers are more skeptic about influencers and what they are selling. Budgeters are more concerned with maintaining low costs in their purchases while discerners would be more interested in investing in purchases that they care about or feel that they bring value to them. MBTI preferences align here in that, some people make decisions based on their feeling and intuition for example the discerners and explorers. Utilitarians, researchers and budgeters do not base their decisions on emotion but rather on facts and reality. Reciprocation is a persuasion technique that when paired with creating value and meaning may be successful in what one is selling.
I think more focus should be towards the discerners. This is because they comprise of individuals who are well off and only shop what matters to them or things that have more meaning and value. Focusing on strategies that target this group such as placing more fundamental value and meaning to what one is selling may be a great strategy that attracts discerners.
After reviewing this data I was very intrigued by the findings, this data shows marketers the purchasing habits of most generations. I feel the millennial generation will care more about influencers because I feel that generation (which is mines) are more needy and care more about their appearance and can be followers. For experiences I will have to say the baby boomer generation because they are adventurous people that like to travel, in fact 49% of baby boomer take 4-5 leisure trips a year (travelpulse, online). I think the other segments just want something to buy into or believe in. I think the MBTI goes hand and hand with these findings because the MBTI basically tells us what our personality traits are and these traits can affect how we spend and where we spend so they are very important. I would prioritize marketing to the baby boomers because they hold most of the country's wealth and disposable income but not only that they are the most loyal generation with sticking to products or services in my opinion.
Travelpulse.com, Noreen Kompanik
Multimedia, online
7/16/2019
https://www.travelpulse.com/news/features/8-baby-boomer-travel-trends.html
YIN LEI
Based on the research, Utilitarians value repetition and consistency. Explorers care about experinces and novelties and they see shopping as a social event or hobby. Researchers are pragmatic shoppers and they mostly like to read reviews before buying. Discerners care about products and services that they think improve their lives. Budgeters care about the costs.
MBTI seperates people in different groups based on their mental and physical behaviours. Some are easily influenced by others and are more emotional. Some are calm and rational and prefer to make decisions based on research or experiences. It is kind of align with Kantar's Shopper DNA Report.
Nowadays, Millennials are the largest population and they are getting wealthier and older. Baby boomers are the wealthiest population among the United States. As a marketer, I might priorize the efforts to Utilitarians and Explorers. Because they made up the half shopper profiles and Millennials and Baby boomers are the majority of these two segments.
“Explorers” are more likely to care about influencers because they are always willing to try new things, they can follow trends and make a purchase based on recommendations. This group of people is looking for new experiences, and they are probably the ones who spend more time on social media not only to look for novelty but also to share their moments. Utilitarians are the ones who care most about efficiency, however, researchers look for opinions and reviews before buying something, finally, discerners and budgeters look for convenience according to their incomes.
MBTI preferences are T-F, because most people based their decision on a rational factor, like discerners and budgeters, while others make a decision based on their emotions like explorers.
I think I will prioritize my efforts to sell a product or service to “Baby boomers” because they are the kind of people who looks for regularity and not innovations.
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