{"id":140108,"date":"2021-11-25T12:50:08","date_gmt":"2021-11-25T11:50:08","guid":{"rendered":"https:\/\/ipmark.com\/?p=140108"},"modified":"2021-11-25T12:50:08","modified_gmt":"2021-11-25T11:50:08","slug":"iab-actualiza-libro-blanco-mkt-influencia","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=140108","title":{"rendered":"IAB Spain actualiza su Libro Blanco de Marketing de Influencia"},"content":{"rendered":"<p><strong>IAB Spain ha presentado la actualizaci\u00f3n del Libro Blanco de Marketing de Influencia 2022, elaborado por su Comisi\u00f3n de Influencers. La Comisi\u00f3n quiere mejorar la credibilidad, la transparencia y la eficacia del sector, desde la perspectiva de los diversos <em>players<\/em> que conforman el panorama del marketing de\u00a0<em>influencers<\/em>.\u00a0<\/strong><\/p>\n<p>La nueva versi\u00f3n ha sido elaborada por <strong>Blanca Form\u00e1riz<\/strong>, COO de <strong>2Tube<\/strong>, <strong>Isabel Band\u00edn<\/strong>, abogada del dpto. de propiedad industrial, intelectual y tecnolog\u00eda del despecho\u00a0 <strong>G\u00f3mez-Acebo &amp; Pombo<\/strong>,\u00a0<strong>Sergio Barreda<\/strong>, de\u00a0<strong>Keeper Experience<\/strong>,\u00a0<strong>Ana Moreno<\/strong> de\u00a0<strong>Rebold<\/strong> y\u00a0<strong>Teresa Jarabo<\/strong> de\u00a0<strong>Samyroad<\/strong>. Incluye un an\u00e1lisis del ecosistema de marketing de influencia actual y profundiza en m\u00e9tricas, plataformas, buenas pr\u00e1cticas y el marco legal actual de esta disciplina.<\/p>\n<p>El objetivo principal de este libro est\u00e1 en\u00a0<strong>ayudar a la industria publicitaria a comprender los retos y novedades a la hora de plantear una campa\u00f1a enfocada en\u00a0<em>influencers<\/em><\/strong><em>,\u00a0<\/em>y acercar a los anunciantes al sector, impulsando un mercado convertido en un acelerador importante en el crecimiento econ\u00f3mico dentro de la publicidad digital.<\/p>\n<h2>TikTok y Twitch se unen al Libro<\/h2>\n<p>La versi\u00f3n actualizada analiza cada una de las principales plataformas utilizadas por los creadores de contenidos a d\u00eda de hoy, sumando a\u00a0<strong>Twitch<\/strong> y a\u00a0<strong>TikTok<\/strong>, plataformas que no se incluyeron en la edici\u00f3n de 2019. \u00abEn\u00a0<strong>Instagram<\/strong> el\u00a0<em>brief<\/em> es mucho m\u00e1s encorsetado. Se agradece cuando te dan libertad de creaci\u00f3n, porque puedes aportar un valor a\u00f1adido a la marca\u00bb, explica el creador de contenido\u00a0<strong>Xuso Jones<\/strong>.<\/p>\n<p>En el cap\u00edtulo dedicado a\u00a0<strong>Twitch<\/strong>, destacan sus puntos fuertes, como el\u00a0<strong>formato en directo, la constante interacci\u00f3n de la comunidad<\/strong>, el\u00a0<em>engagement,\u00a0<\/em>la fidelizaci\u00f3n de la audiencia, la poca saturaci\u00f3n de publicidad en la actualidad y su audiencia\u00a0<em>millennial<\/em> y\u00a0<em>centennial<\/em>.<\/p>\n<p>En el dedicado a\u00a0<strong>TikTok<\/strong>, destacan la\u00a0<strong>creatividad, el uso del v\u00eddeo imagen y sonido para dise\u00f1ar un contenido innovador<\/strong>, su comunidad altamente participativa y su usabilidad como aspectos relevantes de la plataforma para los creadores de contenido.<\/p>\n<h2>Marco legal<\/h2>\n<p>A d\u00eda de hoy, las legislaciones espa\u00f1olas y europeas no regulan de forma directa y espec\u00edfica las pr\u00e1cticas del marketing de<em>\u00a0<\/em><em>influencers<\/em>. Sin embargo, el an\u00e1lisis de la legislaci\u00f3n publicitaria vigente en Espa\u00f1a\u00a0<strong>permite acotar el marco jur\u00eddico aplicable<\/strong> a este modalidad.<\/p>\n<p>El libro recomienda que al realizar cualquier promoci\u00f3n con creadores de contenido, se debe analizar si su p\u00fablico objetivo, as\u00ed como un consumidor medio,\u00a0<strong>va a tener claro que se encuentra ante publicidad<\/strong> y no ante una mera recomendaci\u00f3n. Es decir,\u00a0<strong>se considera il\u00edcita la publicidad que no parezca serlo<\/strong>. Los\u00a0<em>influencers<\/em> deben tener en cuenta los requisitos legales estrictamente publicitarios, a la vez que otros derechos protegibles, como la propiedad intelectual o industrial y los derechos de imagen.<\/p>\n<p>Puede descargar la nueva versi\u00f3n del\u00a0<strong>Libro Blanco de Marketing de Influencia de IAB Spain <\/strong><a href=\"https:\/\/iabspain.es\/estudio\/libro-blanco-marketing-de-influencia-version-actualizada-2022\/\" target=\"_blank\" rel=\"noopener\">aqu\u00ed<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ante la nueva legislaci\u00f3n y la velocidad transformadora del mundo digital, IAB ha actualizado su libro blanco de marketing de influencers. <\/p>\n","protected":false},"author":6924,"featured_media":140109,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5893],"tags":[383],"class_list":["post-140108","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publicidad","tag-influencers"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>IAB Spain actualiza su Libro Blanco de Marketing de Influencia<\/title>\n<meta name=\"description\" content=\"Ante la nueva legislaci\u00f3n y la velocidad transformadora del mundo digital, IAB ha actualizado su libro blanco de marketing de influencers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=140108\" \/>\n<meta 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