We consume things that we need, want, think we need and think we want.
The things we "think" we need or want are almost always influenced by outside sources whereas the things we want and need are determined by ourselves.
Most of the consumption that occurs and drives business revenues are the ones we thought we wanted or needed.
I need food, shelter, some clothing, and other necessary items.
Occasionally I want something I find will make me happy.
Then there are the many times I think I need or want something because I saw it in an ad and now I think I must have it.
What influences us? What exactly is an influencer and does it always have to be a human? Can we be influenced without another person influencing us? Thanks to social and digital media marketing, no living being is necessary.
Although there are always humans involved in the marketing process, the information that is presented doesn't have to be associated with a person.
For example, an ad with a picture of Starbucks coffee with the words, "buy one, get one free," under it might influence me to call up my friend and head to the local Starbucks without any living being urging me to do so.
So maybe we have to rethink that idea that an influence is "someone" who pushes us towards something.
Another idea to ponder in regards to influencer marketing is what is considered influence? Are we influenced simply because we have changed our minds about something or do we have to take some action to be able to be considered "influenced.
" These are important questions to ask and analyze.
The answers and ideas these questions bring up will help companies that wish to influence consumer behavior via digital marketing.