Due to the decline of traditional marketing, firms have increasingly been looking at innovative means to reach the final consumers. This has happened due to the erosion of trust among traditional media. In addition, even digital marketing does not seem to serve the purpose any more due to the proliferation of bots and unviewable ads, making it difficult to gauge where the real customers are. Thus, brands have increasingly been on the lookout for influencers. However, beyond mere influencers, some firms have started leveraging the affluent audience. The affluent make up only about a sixth of the US population, but are in control of 68% of national net worth. They spend more than two and a half times that of usual customers. In addition, their influence percolates down as the masses tend to follow their fashion statements. Ipsos has a unit titled the Affluent Intelligence Group which gauges business intelligence on this affluent category. In particular, right on top of this group are the “Affluencers” who spend more than the merely rich, but are also followed wide due to their reach. They tend to be among the early adopters of new technology, experimental and tech-savvy. Their footprint is particularly high on certain product categories such as alcoholic beverages, jewellery, automobiles, travel and home decorations.

Source:https://marketingland.com/influence-affluence-leverage-affluencers-229026?utm_source=googlenewsstand&utm_medium=feed&utm_campaign=feed-channel&utm_content=socialmedia

Uploaded Date:13 December 2017