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Glenn Oclassen Jr.
Senior Vice President, Customer Success and Professional Services, Traackr
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.
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.
Sources of Social Posts/Reviews that Would Influence US Millennial Social Media Users' Purchase Decisions, Oct 2017 (% of respondents)
Frequency with Which US Internet Users Use Online Ratings/Reviews to Inform Purchase Decisions, by Age, June 2017 (% of respondents in each group)
US Internet Users Who Rely on Online Customer Ratings to Make Decisions, by Demographic, Q2 2017 (% of respondents in each group)
Frequency with Which US Internet Users Check Reviews Prior to Making a Purchase, by Demographic, May 2017 (% of respondents)
Frequency with Which US Internet Users Check Reviews Prior to Making a Purchase, by Race/Ethnicity, May 2017 (% of respondents)
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