Issues such as media fragmentation; the unending decline of mass media; digital media supply-chain problems; and the growth of ad blocking software have made it harder than ever to know who your audience is, how to engage them and whether you’ve even reached them at all. The possibility of identifying, understanding, and engaging with a powerful and influential audience – who can help distribute your brand’s message and offerings and ignite their network around them – is therefore a compelling idea.
While Influencer Marketing often manifested by paying celebrities with large followings to promote brands to their networks is one option, there is another to consider. When consumers have a complex investment question, need help picking an off-the-grid vacation destination, or are considering a new smart home purchase, each knows someone in their personal network to ask for advice. And it’s more than likely to be a trusted individual with a high degree of enthusiasm, expertise, in-market experience and spending in the category in question.
These category enthusiasts, early adopters and heavy spenders are a group we call Affluencers. Most are not celebrities, vloggers or social media stars. Their influence isn’t based on social status or vanity metrics, but on authenticity, and is built from the ground up.
Download this paper for more about Affluencers.