Influencer marketing now plays a central role in the way customers make decisions and perceive brands. From the initial inspiration on social media platforms to the final purchase and beyond, influencers influence every step of the customer journey. But how exactly is consumer behavior changing as a result of this modern form of marketing? What opportunities and challenges are there for companies? In this article, we shed light on how influencer marketing is shaping the customer journey and why it is no longer a trend, but a key driver of long-term brand success.
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Awareness: The first Contact with the Product
The awareness phase has changed fundamentally thanks to social media and content creators. Younger generations in particular are now discovering products primarily online.
Generational Differences in Product Discovery
Generation Z (born 1997-2012) is leading the way here. Around 78% of this age group find new products mainly via social media. Platforms such as TikTok and Instagram play a central role here.
Millennials (born 1981-1996) show a more mixed behavior. Around 65% rely on a combination of social media and traditional online advertising. They are open to various digital channels, but the majority still use the traditional internet for product discovery.
Generation X (born 1965-1980) still uses traditional media more frequently. Nevertheless, they are also increasingly tending towards digital platforms. Around 55% of this age group discover products online.
The growing Influence of Content Creators
Content creators have revolutionized the awareness phase. They act as trusted intermediaries between brands and customers. Their authentic content often resonates with their target audience, with studies showing that 70% of Gen Z and millennials discover products through creator recommendations. Creators create a personal connection to products and brands. They present goods in everyday situations, making them more tangible.
Consideration: Weighing up and comparing in the Digital Era
In the consideration phase, potential customers gather information and compare different options. Here, too, there are clear generation-specific differences.
Generation-specific Research Behavior
Gen Z conducts product research almost exclusively on mobile devices. Around 82% mainly use smartphones for comparisons and information searches. They value fast, easily accessible information. Millennials show a more balanced behavior. Around 75% use a combination of mobile and desktop devices. They switch between different devices depending on the situation. Gen X still often prefers the desktop for detailed research. Around 60% primarily use computers for detailed product comparisons. They appreciate the clarity of larger screens.
The Role of User-Generated Content
User-generated content (UGC) is becoming increasingly important in the consideration phase. Studies show that 92% of consumers rate UGC, i.e. content created by other users, as more trustworthy than traditional advertising. Creators are making a significant contribution to this trend. They create detailed product reviews and authentic comparisons.
This content is perceived as unbiased and strongly influences purchasing decisions. Creators act as a bridge between brand and customer. They offer valuable insights from the user’s perspective.
Acquisition: The decisive Moment of Purchase
The acquisition phase marks the point at which customers decide to make a purchase. Here too, there are clear generation-specific preferences.
Buying Behavior in a Generational Comparison
Gen Z clearly prefers mobile shopping. Around 68% make their purchases via smartphones or in-app purchases. They appreciate the flexibility and speed of mobile transactions.millennials also show a more balanced purchasing behavior here. Around 62% use both mobile and desktop devices for online purchases. They choose the channel depending on the situation and product. Gen X buys even more frequently via desktop websites. Around 55% prefer the computer for online transactions. The influence of creators on purchasing decisions
Creators have a significant influence on purchasing decisions. Studies show that 61% of consumers have already bought a recommended product.
Authentic testimonials and live shopping events are particularly effective. Creators present products in real time and answer questions. This creates trust and makes purchasing decisions easier. Creators act as trusted advisors in the purchasing process. They offer practical insights and honest reviews. This helps consumers to make informed decisions.
Retention: Customer Loyalty in the digital Era
The retention phase focuses on retaining customers in the long term after purchase. Interesting generation-specific differences can also be seen here.
Generation-specific loyalty Programs
Gen Z prefers personalized, gamified loyalty programs. Around 72% respond to such interactive approaches. They appreciate playful elements and individual rewards. Millennials prefer a mix of digital and traditional loyalty programs. Around 68% like to use both variants. They value flexibility and a variety of options.
Gen X still uses traditional points collection systems more frequently. Around 58% prefer these traditional approaches. They value clarity and proven structures.
Community Building through Creator
Creators play an important role in building brand communities. Around 85% of marketers confirm that creator-led communities improve customer loyalty. These communities offer platforms for sharing experiences and product feedback. They strengthen the sense of belonging to the brand. Creators act as mediators and community builders. They create authentic connections between brands and customers. This promotes long-term loyalty and commitment. Creator-led communities become valuable customer loyalty tools.
Advocacy: Customers as Brand Ambassadors
In the advocacy phase, satisfied customers become brand ambassadors. They share their positive experiences with others, e.g. friends. In doing so, they indirectly promote your brand and may even reach new customers.
Generational Differences in Recommendation Behavior
Gen Z primarily shares product experiences via social media and messenger services. Around 88% use these digital channels for recommendations. They appreciate the speed and reach of these platforms. Millennials like to combine digital and personal recommendations. Around 75% use both social media and face-to-face conversations. They choose the channel depending on the situation and target group. Gen X still often prefers personal recommendations in their direct environment. Around 62% share experiences mainly in face-to-face conversations. They value direct exchange and personal interactions.
Micro-Influencers as Catalysts
Micro-influencers and creators with dedicated niche communities play a central role in the advocacy phase. Around 82% of users consider recommendations from micro-influencers to be particularly credible. Brands are increasingly using user-generated content from satisfied customers and creators. This generates authentic testimonials and increases the credibility of products. Micro-influencers create a personal connection to the target group. They offer authentic insights and honest reviews. This promotes trust and motivates recommendations. Micro-influencers become important multipliers in the advocacy process.
Conclusion
The modern customer journey is characterized by digital touchpoints and the influence of creators. However, generation-specific preferences influence every phase of the purchasing process. Companies need to understand these trends and integrate them into their strategies. This is the only way to effectively guide customers through the purchasing process and build long-term relationships.
