Start Asking 'Who Makes the Buying Decision?' While Planning Influencer Marketing - eMarketer
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eMarketer Interview

Start Asking 'Who Makes the Buying Decision?' While Planning Influencer Marketing

Preview from eMarketer PRO

An interview with

Glenn Oclassen Jr.

Senior Vice President, Customer Success and Professional Services, Traackr

Interview summary

Many brands default to targeting millennials and teens with their influencer marketing efforts. But they need to think about who ultimately makes the buying decision—parents—especially during the lucrative back-to-school and back-to-college shopping season. Glenn Oclassen Jr., senior vice president of customer success and professional services for influencer marketing platform Traackr, spoke with eMarketer’s Tricia Carr about what brands need to consider if they plan to use influencer marketing to reach students and parents.

Interview

eMarketer: It seems like every brand has tried influencer marketing in one form or another. Are consumers—especially millennials and Gen Z—starting to notice if campaigns seem inauthentic?

Glenn Oclassen: Absolutely. All consumers are significantly more savvy than they were 10 years ago—and more skeptical. Millennials and Gen Z are probably the most savvy and the most skeptical of all, because they are the most adept at seeing genuine, legitimate and valuable content from influencers and from the people they trust. Influencers are ultimately a version of trusting a peer. If you’re not leveraging influence in a cooperative, genuine way, it doesn’t matter how much command and control you put on it—you’ll end up face down in the dirt.