How Influencer-Generated Content Is Transforming the Path-to-Purchase
How Influencer-Generated Content Is Transforming the Path-to-PurchaseThe holy grail of marketing – ‘right place, right time, right person, right message’ – exists not in a singular moment, but in the cumulative micro-moments a consumer experiences to come to a purchase decision. Increasingly, these micro-moments are interactions based on another consumers’ brand experiences, who are within your target customers’ circle of influence. From the Instagram post that leads to product discovery to ratings and reviews sought out moments before the point-of-purchase, impacting consumers’ purchase journey requires not one creative execution – but several; not one platform – but omni-channel; through not one mega-influencer – but thousands of influencers, advocates, referrers and loyalists who work together in concert to create, amplify or submit branded content reflective of their unique experiences across those channels.
But as it stands, influence remains a significant blind spot in journey mapping practices. Integrated strategies (i.e. CX or journey maps), as well as planning tools and agencies, do not account for influencers’ impact at every touchpoint, nor do they include influencer insights and data that can validate and enhance the existing customer experience. Accounting for how influence impacts your customer decision journey requires revisiting your current CX or customer journey map, and diagramming the many ways the dimensions of influence, including who that influencer is, and what they’re thinking, feeling, and doing in that moment to impact your consumers’ behavior at that touchpoint.