Using Digital Influencers to Drive Shopper Marketing Strategy

Opinion: Social media and digital influencers pose a unique advantage to brands for inspiration

The average shopper spends 79 days researching a new purchase, with 80 percent of that research starting online, usually with social media.

Because of platforms like Pinterest and Instagram, the shopper’s path to purchase, beginning with inspiration, is becoming even more self-led.

Not only that, but consumers are less inclined to blindly follow traditional advertising and are seeking the objective opinions of the people they trust, whether they have a personal or digital relationship with them.

If consumers are no longer seeking a brand’s opinion of their own products, marketers need to shift their strategy to effectively reach shoppers.

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