In this session...
Advertisers have always been able to connect with consumers through the marketing funnel: awareness, consideration, & purchase. Recently, media immediacy has taken advertising to both ends of this funnel, leaving behind the stage where consumers decide their buy: consideration.
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Advertisers have always been able to connect with consumers through the marketing funnel: awareness, consideration, & purchase. Recently, media immediacy has taken advertising to both ends of this funnel, leaving behind the stage where consumers decide their buy: consideration.
This stage molds consumers’ expectations and evaluation comes from previous experience. Word of Mouth (WOM) becomes more relevant and its source becomes crucial. Influencers are key. But, how can we be sure that this WOM truly generates influence? What does an Influencer need to contribute to consideration?
Any individual, brand or media outlet may call itself influencer. However, credibility, validation, brand safety, powering people’s passions, and the ability to tell stories that connect with these passions, determine the final outcome and define the power of influence.
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What You'll Learn from This Session...
- Advertisers have always been able to connect with consumers through the marketing funnel
- This stage molds consumers’ expectations and evaluation comes from previous experience.
- Any individual, brand or media outlet may call itself influencer.
- Credibility, validation, brand safety, powering people’s passions, and the ability to tell stories that connect with these passions, determine the final outcome and define the power of influence.
