MarTech Podcast ™ // Marketing + Technology = Business Growth
Leveraging Influencer Commerce
Nov 24, 2024
Jennifer Silverberg, CEO of SmartCommerce and expert in CPG marketing, dives into the exciting realm of influencer commerce. She discusses how influencers shape consumer purchasing decisions and drive engagement, especially among Gen Z. Jennifer highlights the importance of adapting marketing strategies to meet the demand for instant gratification and fostering authentic connections. She also explores leveraging different tiers of influencers and creating shareable moments to enhance brand visibility and sales in the ever-evolving e-commerce landscape.
22:53
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Quick takeaways
- The rise of influencer commerce reflects consumer demand for immediate product availability, especially among younger generations like Gen Z.
- Integrating influencer marketing with traditional performance strategies enhances brand visibility and authenticity through community-driven endorsements and genuine recommendations.
Deep dives
The Shift to Influencer Commerce
Influencer commerce is evolving, characterized by a significant shift towards an on-demand approach. This change reflects the expectation of consumers, especially Gen Z, for immediate fulfillment of their desires. An example is how influencers can trigger real-time purchases, as their recommendations shorten the distance between product desire and acquisition. This immediacy has become ingrained in consumer behavior, particularly among younger demographics, who are accustomed to quick and easy access to products.
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