Marketers to Target Online Celebrity Fans/Followers
Marketers have used celebrity endorsement for years in traditional TV, radio and print ads. Whether they’re selling new cars or life insurance, marketers believe that celebrities can influence the purchasing practices of some consumers. Now that so many consumers are spending time online and often following celebrities on Twitter or Facebook, it’s worth wondering how much marketers can count on celebrities to influence purchases. Nielsen recently published its findings on this topic.
Nielsen research reveals that celebrity fans can be valuable to marketers in multiple ways. First, consumers who follow celebrities are often the same people who maintain active connections with other consumers. They “offer advice and opinions.” These consumers are particularly active in sharing information on entertainment topics like movies. And, this consumer group is also far more likely than average to follow a brand. Here are the topics on which fans/followers generally provide advice to other online consumers:
- Movies: 31.7%
- Music: 28.1%
- TV programs: 27.6%
- Websites/content and services: 24.3%
Marketers seeking to reach these influencers should know that these consumers spend a lot of time on the following kinds of websites as they go through their day:
- Conduct home banking transactions: 25.4%
- Manage credit card accounts: 25.2%
- Purchase clothes/shoes/accessories: 18.2%
Marketers who promote to these consumers, especially on social networks or consumer-generated video sites, are likely to capture the attention of the target audience and enjoy a ripple effect as these fans/followers spread the news about brands and products they love.[Source: Online Celebrity Fans More Likely to Follow Brands. Blog. Nielsen.com. 14 Mar. 2011. Web. 11 Apr. 2011]
Latest posts by Kathy Crosett (see all)
- How Technology Can Improve Your Hiring Process — November 25, 2020
- How to Apply Pandemic Lessons for a Better Future — November 24, 2020
- How the Pandemic Changed Search Marketing — November 23, 2020
- SMBs Depend on Email and Social Media for Holiday Season — November 19, 2020
- How to Resolve Conflict Between Remote Workers — November 19, 2020
Scientifically-selected coaching questions for every rep based on their greatest areas of need. Coach Smarter with SalesFuel COACH!LEARN MORE
C. Lee Smith's first book is a great guide for sales managers, as well as recruiters, who need to identify high-performers (and toxic troublemakers) during their hiring process.BUY IT NOW!
Discover High-potentials. Avoid Toxic Troublemakers.
Don't waste time interviewing misfits. Make your next hire your best hire with SalesFuel HIRE!
Get the latest research and insights from SalesFuel on sales management, coaching, hiring and credibility building - delivered free to your inbox every Saturday morning.SIGN UP NOW!