Augure<\/a>, la inclusi\u00f3n del marketing de influencers<\/b> en el marketing mix de las marcas ha crecido un 24% respecto a 2014. Y un 81% de los encuestados considera que las relaciones con influencers son eficaces o muy eficaces para alcanzar sus objetivos. De hecho, el 74% de los participantes en el estudio quiere aumentar (33%) o mantener (41%) el presupuesto destinado a influencer management<\/b>. <\/p>\nLos sectores en los que la relaci\u00f3n con influenciadores obtiene mejores resultados son la salud, moda, cosm\u00e9tica, energ\u00eda, turismo, educaci\u00f3n y mundo asociativo.<\/p>\n
El marketing de influencers ocupa un lugar destacado en las pymes o peque\u00f1as empresas de menos de 50 empleados, en donde un 85% de los encuestados las considera eficaces o muy eficaces.<\/p>\n
Identificar a los influencers<\/b> m\u00e1s relevantes para la estrategia de la marca constituye el principal desaf\u00edo para un 75% de las personas encuestadas. En este sentido llamar la atenci\u00f3n de los influenciadores es el reto para un 69%; y disponer de indicadores pertinentes para medir la eficacia de sus campa\u00f1as lo es para un 53% de los profesionales.<\/p>\n
Twitter, el ecosistema preferido<\/b><\/p>\n
Ante la pregunta de cu\u00e1l consideran el escenario m\u00e1s efectivo para interactuar o trabajar con influencers, un 67% de los profesionales de la comunicaci\u00f3n y el marketing afirmaron que es la promoci\u00f3n de contenido. En segundo lugar y conviviendo junto al lanzamiento de productos, un 59% destac\u00f3 la creaci\u00f3n de contenidos (co-creaci\u00f3n de art\u00edculos de blog, webinars, libros blancos, etc.). El SEO o posicionamiento en buscadores es tambi\u00e9n se\u00f1alado por un 23%. <\/p>\n
Al hablar de plataformas, el 68% considera que Twitter es el mejor canal para desarrollar campa\u00f1as de influencer engagement. Los blogs se sit\u00faan en segundo lugar (54%) por encima de Facebook (51%). Linkedin ocupa la sexta posici\u00f3n, con un 20% de los profesionales que la utilizan para desarrollar programas de influencers.<\/p>\n
\u00bfRemunerar a los influencers?<\/b><\/p>\n
![\"remuneraci\u00f3n](\"https:\/\/ipmark.com\/wp-content\/uploads\/2015\/06\/remuneracion-influencers.jpg\")
<\/p>\n
La obtenci\u00f3n de un beneficio econ\u00f3mico no parece ser la principal motivaci\u00f3n de los influencers, seg\u00fan opinan la mayor\u00eda de los encuestados. Un 55% de los encuestados afirma que es la obtenci\u00f3n de visibilidad y alcanzar a nuevas audiencias lo que persiguen estos personajes, mientras que el 45% opina que su leit motiv es la creaci\u00f3n de contenidos de calidad para su audiencia. Solo un 24% piensa que buscan rentabilizar sus actuaciones. <\/p>\n
En l\u00ednea con esta creencia, solo un 17% de los encuestados europeos afirman remunerar econ\u00f3micamente a sus influenciadores, frente a un 54% de los americanos que s\u00ed lo hace. En t\u00e9rminos globales, solo un 9% de los profesionales paga siempre a sus influencers.<\/p>\n
Los eventos representan el mejor formato para trabajar con influencers seg\u00fan un 70% de los profesionales; le siguen los art\u00edculos de blog invitados (69%) y los v\u00eddeos (44%). Las notas de prensa se sit\u00faan en \u00faltima lugar ya que solo un 26% de los encuestados dice utilizarlas en su relaci\u00f3n con influenciadores.<\/p>\n
Ver estudio<\/a><\/p>\n![\"Marketing-de-influencers-Infografia\"](\"https:\/\/ipmark.com\/wp-content\/uploads\/2015\/06\/Marketing-de-influencers-Infografia.jpg\")
<\/p>\n","protected":false},"excerpt":{"rendered":"
Un 84% de los profesionales de la comunicaci\u00f3n y el marketing desarrollan estrategias de relaci\u00f3n con influencers. Identificar a los<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[383,925,148],"class_list":["post-46305","post","type-post","status-publish","format-standard","hentry","category-marketing-digital","tag-influencers","tag-marketing-de-influencers","tag-social-media"],"acf":[],"yoast_head":"\n
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![\"marketing](\"https:\/\/ipmark.com\/wp-content\/uploads\/2015\/06\/relaciones-marcas-e-influencers.jpg\")
<\/p>\n