Influencer marketing: Targeted promotion of purchasing decisions at touchpoints
Influencer marketing: Targeted promotion of purchasing decisions at touchpoints
Influencer marketing uses influential people to promote the brand. For example, bloggers can make positive comments about the products. The advocacy of the selected people creates credibility and incentivizes purchases. The company builds on its good reputation, but care must be taken to ensure that the influencer does not cause any disadvantages. If they are courted but decide against the brand, they can damage the associated company through negative reporting. "Last Mile Influencer" become active shortly before the purchase. They make the final decision to buy.
Example: Customer reviews on Amazon
One example is customer reviews on Amazon. Customers are already on the verge of a potential purchase and are literally just a few clicks away. Although many people assume that not all reviews on the portal have to be genuine, they are still given great importance, as customers are naturally skeptical when buying online and need to be convinced. Companies should therefore try to encourage as many buyers as possible to leave reviews.
Small events, big impact
Howard and Sheth distinguish between different types of purchasing decisions. Limited purchase decision types choose between several alternatives. If they receive the right information shortly before the purchase and are influenced, they are more likely to buy the advertised product. The impulse-driven purchase decision types make their decision spontaneously, so that in this case too "on the last few meters" It is crucial that no mistakes are made by the customer before the purchase decision is made. If the wrong stimuli are used, customers who are already convinced can change their minds. Even small events can have a big impact.* Marco Englert (MBA) is a manager, consultant and coach who focuses on management innovations for the sustainable control of increasing dynaxity and digital transformation. As Chief Marketing Officer (CMO) and Executive Director Strategy & Digital Transformation, he is responsible for modeling and implementing management strategies at Motodox GmbH. He has excellent research and leadership know-how and is a certified specialist for brand communication, online marketing manager, digital sales manager, employer brand manager and manager for agile organizational development (Quadriga University).** Dr. Anabel Ternès is the founder of several tech companies. She is committed to future orientation and digital competence. Anabel Ternès is also CEO and founder of Get Your Wings GmbH, board member of NFTE Germany and mentor of StartupTEENS. As Managing Director, she heads the Institute for Sustainable Management (IISM), is a speaker, expert and author on digitalization, and holds a professorship in e-business. Anabel Ternès has many years of management experience in the business development of international companies.
