Regrettably, it is important in these times, with the upcoming generations. The idea that consumers would need for a celebrity to tell them that they really want to buy this or that product is sad.

Influencers are an important part of the marketing mix, particularly for digital-forward platforms and brands. Influencers have a way of grounding these companies, bringing products and solutions to life and making brands more relatable. Not everything that matters can be measured.

With the never-ending flood of content and content sources, the influencer is serving as a focused way for fashion lovers to stay on top of trends. I think there have been lessons learned from the early days of influencer marketing and brands are taking a smart approach now to yield better results (e.g. pulling them out of digital and into physical environments). Obviously, most of us have “aged out” of this movement but this is the new world of marketing …

The best influencer has always been a satisfied customer. It makes sense to pay them if you think about it: it’s way better to hear the truth (operative term) straight from a happy customer than a Verizon or Spectrum spokesperson or 30 dancing actors, and it’s cheaper too. I’d just be careful of overdoing it, like any ad campaign. Speak the truth, then get out of my face and let me decide for myself.

Amazon needs a few influencers in key lifestyle categories, otherwise shoppers must literally sort through tons of product and still come up empty-handed. Influencers are inspirational, like Pinterest. Everyone needs a little inspiration once in a while. Curation is like shorthand. Done well, the intended customer gets it immediately. Smart — a physical world-like merchandising strategy addressing the sensory limitations of online shopping.

It’s interesting that some TV commercials make it a point to call out “actor portrayal” versus “actual customer” (or however they say it). There must be something to “genuine” that is worth talking about.

Carefully vetting and using influencers is part of a smart retail marketing strategy, particularly for fashion and home goods. Effective influencer marketing helps reach more prospective shoppers, who can envision a brand’s products as part of a greater lifestyle. That said, influencers themselves can’t elevate a brand’s online shopping experience. That’s another animal. Additionally there are, of course, certain risks associated with influencer marketing. Amazon was left unscathed from the Olivia Jade scandal, but smaller brands need to be aware of risks associated with the influencers they select, as well as have a deep understanding of how credible their audience is and how their existing content is performing.

Younger generations generally research and search out reviews from their friends and social circles before they ever visit a store. In our recent consumer survey found 21% of shoppers aged 37 and under research products and reviews on social media. Smart analytics tools can be leveraged to enable retailers to take into account these personal connections as they plan and merchandise their assortments. Bloggers and YouTubers have become the younger generation’s movie stars and consumers want to emulate them so using them as influencers is a strong way to get visibility to their brand. Using social media and video in this way just adds to the theater of retail as brands look at different ways to bring excitement and entertainment to the off-to-college process. Meijer’s annual “Meijer Mania” where they open the stores to college freshmen for a fun evening of music and activities that also encourages the purchase of dorm and classroom items. IKEA invites students, family members and friends to participate in “College Life Your Way.” This event is meant to inspire students… Read more »

In short, yes, influencers in certain products categories — fashion and home goods being excellent examples — are going to become more and more important to the overall marketing mix. However, this is really a reflection of the need for better curation in these categories. When you have a nearly infinite number of choices, helping a customer through the discovery process becomes critical or you will lose any sales potential.

I find it fascinating that one person’s influencer is another one’s celebrity. Marketers are focusing their influencer efforts on younger demographics based on the perception that younger consumers no longer appreciate or are swayed by celebrity endorsements — once a staple in marketers toolkits. At what point, however, does an influencer become so influential that they achieve celebrity status? Especially when said influencer is related to a Hollywood celebrity. Retailers must watch that dividing line closely or risk losing any authenticity they would gain from the influencer in the first place.