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
