Original Discussion Question:
Discuss the importance of opinion leaders in marketing and how they can influence the success of a product or service.
Identify three opinion leaders and justify for your choices. FYI…opinion leaders do not have to be famous.
Respond to these two posts. One citation per response. Each response must be at least 150 words.
Henry Brunner
Opinion leaders play a great role in helping to identify social trends and also shape consumer behavior. These influencers come from many backgrounds, ages, social classes, and genders, and cater to micro-markets (communities) of individuals with like social interests and demographics. Because social media is so extensive today, especially for the younger generations of readers/viewers, these opinion leaders can be found extensively on the internet at social media sites. Because many opinion leaders have build their fan base through open and honest communication, which builds TRUST in the audience, they hold a heavy influence on the purchase of goods and services. Mainstream advertising holds less influence today because it is extremely expensive and less believable, and there are so many more target audiences following specific opinion leaders. If the leader has built trust, then their opinions about products and services often hold more weight than traditional print or television advertising, especially for early adopters who lead the way in purchasing new and novel goods and services. I follow three specific opinion leaders because they often, but not always, provide me with good information on health and fitness, nutrition, and hunting which are important to me. One is Jocko Willink (www.jockopodcast.com). Jocko is a former 20 year Navy veteran and SeAL Lt. Commander. He often has interesting guests on his podcasts where he looks to provide some insight on how they excel, maintain an up tempo, how they maintain a highly motivated mindset etc. Some of the people invited on his show have products of services which they sell, and Joe talks to them about these as well. Joe’s podcast is the largest in circulation on Spotify. The second opinion leader I follow is Dr. Michael Murray (www.doctormurray.com). Mike has a Ph.D. in nutrition and often speaks about health, nutrition, and sports performance. He has written several books and is well regarded in the dietary supplement industry. The third opinion leader I follow is Cameron Hanes (www.cameronhanes.com). Cameron is a master bow hunter, and his blogs and videos often include big hunts for large game animals like elk, moose, and bear. Since I hunt I have learned a lot about bow hunting equipment and techniques from his media. Finally, I feel that opinion leaders will continue to grow on social media as consumers look for specific communities of like minded individuals. Those influencers who can give open and honest opinions on products and services and who build trust will be successful, and companies with products and services appropriate for the specific community will want to align themselves with these specific opinion leaders.
Tristin FitzGerald
Opinion leaders are used in marketing strategies to help persuade consumers to use or buy their products. Opinion leaders are thought to be a reliable source of information or influential in a specific field. These people can effectively help companies show the general public their products are relevant in society, especially while setting new trends.
Opinion leaders can help consumers make choices when trying to decide which products to purchase. For example, when I was looking to purchase my first car, I was unsure of where to even start. I personally don’t know much about cars and their values so I found myself having a tough time deciding where to even start. I asked my uncle for some help and recommendations as he sells cars for a living and I trusted his judgment to help find the best car in my budget. Another example of an opinion leader would be Elon Musk, founder and CEO of Tesla Motors. The decisions Elon Musk makes daily have an effect on his company and stock market. Another example of an opinion leader would be a financial advisor. People use financial advisors to help budget and invest their money as they are experts in that specific field. Their customers depend on their decisions of how to handle their money to ensure they are making the right choices with their investments.
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