More than 85% of the Swiss population can be reached on social media and 40% follow influencers. Can they be influenced to make purchases through these channels? Our study on where and how Swiss consumers find inspiration and information about products and brands today, with an added focus on influencer marketing and the luxury industry, says yes.
Influencer and advocacy marketing can nowadays be identified as Influence Marketing producing the pinnacle of purchase decision drivers, electronic Word of Mouth or eWOM. eWOM is impacting consumers through recommendations that feel as relevant as those of a friend or an expert. It's therefore no surprise that, according to our data, every third inspiration via a social media channel or influencer leads to a purchase in Switzerland.
We address the ongoing debate about authenticity and marketing power of influencers – do consumers trust them? Can they really sell products? We found that in the lifestyle and luxury sector, 78% of Swiss consumers who noticed paid influencer ads were inspired by them, and 40% stated they’ve made a purchase because of them. In other words, influencer marketing is a powerful form of marketing in Switzerland where authenticity and commercial opportunity co-exist.
In our Consumer Study Report about "The Power of Digital Influence", you will find profound insights into online channels, platforms, and content creators that inspire Swiss consumers and act as key decision-making levers in the purchasing process.
If you have missed our exclusive summary of the study in our public webinar with marketing.ch, where key results and insights have been presented by our CEO Yoeri Callebaut and Chief Strategy & Digital Influence Officer Eric Amstein, you can find the full recording here.