{"id":73359,"date":"2018-09-19T16:51:38","date_gmt":"2018-09-19T14:51:38","guid":{"rendered":"https:\/\/ipmark.com\/?p=73359"},"modified":"2018-09-19T16:51:38","modified_gmt":"2018-09-19T14:51:38","slug":"marketing-de-influencers-pros-y-contras","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=73359","title":{"rendered":"Influencers, el \u00faltimo gran fen\u00f3meno del marketing"},"content":{"rendered":"<p><strong><img decoding=\"async\" class=\"aligncenter wp-image-73362 size-full\" title=\"marketing-de-influencers-Spain-estudio-MKT-Brandmanic\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/09\/marketing-de-influencers-Spain-estudio-MKT-Brandmanic.gif\" alt=\"marketing-de-influencers-Spain-estudio-MKT-Brandmanic\" width=\"690\" height=\"460\" \/>La irrupci\u00f3n de los influencers y su consolidaci\u00f3n como un elemento cada vez m\u00e1s importante en la narrativa de marca constituye uno de los grandes fen\u00f3menos del marketing en estos \u00faltimos a\u00f1os. Las cifras hablan por s\u00ed solas: en 2018 ha aumentado un 14% el n\u00famero de acciones de marketing de influencers con un presupuesto superior a los 10.000 euros.<\/strong><\/p>\n<p>Y es que el 72% de los internautas sigue a influencers a trav\u00e9s de las redes sociales, sobre todo en Instagram, que parece el h\u00e1bitat natural de estos profesionales que conviene diferenciar de las celebrities.<\/p>\n<p>Durante la jornada \u201cMarketing con Influencers\u201d, organizada por la Asociaci\u00f3n de Marketing de Espa\u00f1a en colaboraci\u00f3n con Ditrendia y la revista Influencers, se ha profundizado sobre los influencers como instrumento de marketing, destacando sobre todo su <strong>capacidad para generar engagement con las audiencias<\/strong>, se\u00f1alado por el 47% de los participantes en el estudio \u201c<a href=\"https:\/\/ipmark.com\/estrategias-de-marketing-influencers\/\">Marketing de Influencers en Espa\u00f1a 2018<\/a>\u00ab. El alcance, seguido del tr\u00e1fico, la conversi\u00f3n, la venta del producto y el sentimiento de marca que pueden conseguir estos personajes son tambi\u00e9n notablemente valorados por los anunciantes.<\/p>\n<p>Sobre la profesionalizaci\u00f3n del sector, Luis Soldevila, CEO de Brandmanic se\u00f1al\u00f3 que, aunque <strong>el de los influencers es <a href=\"https:\/\/ipmark.com\/los-errores-las-marcas-cometen-marketing-influencers\/\">un sector poco reglado<\/a>, cada vez es m\u00e1s profesional<\/strong>. \u201cAl principio se pagaba a los influencers en especie, con el producto que promocionaban y ahora est\u00e1 monetizado. Ya en el informe que elaboramos en 2016 comprobamos que un 63% de los encuestados recib\u00eda ingresos derivados de su actividad como influenciador. En 2018, ese porcentaje aumenta un 6,4% y llega al 69,4%\u201d.<\/p>\n<p>Por su parte, Cesar Sep\u00falveda, director de marketing en Codan, se refiri\u00f3 a dos aspectos claves que determinan que las marcas inviertan en <a href=\"https:\/\/ipmark.com\/marketing-influencers-medicion-eficacia\/\">marketing de influencers<\/a>: <strong>confianza y empat\u00eda con la empresa<\/strong>. \u201cUn influencer debe saber adaptar e impulsar los contenidos a las audiencias. Debe ser un profesional implicado emocionalmente en un proyecto a largo plazo y conocer el producto que va a vender. No son publicistas, son generadores de contenidos relevantes, el partner perfecto, para la coctelera del plan de comunicaci\u00f3n de las marcas a largo plazo. Debe saber fidelizar y saber diferenciarse. Los influencers tienen una gran <strong>responsabilidad social y corporativa<\/strong>,\u201d se\u00f1al\u00f3.<\/p>\n<p>Marta Guti\u00e9rrez, CEO en agencia SrBurns, record\u00f3 c\u00f3mo los influencers, adem\u00e1s de\u00a0 ayudar a conseguir seguidores y a generar tr\u00e1fico, activan la conversaci\u00f3n con la audiencia, fomentan la prueba de producto, <strong>contribuyen al SEO<\/strong> y amplifican una campa\u00f1a de engagement. \u201cEl influencer nos puede permitir destacar en un mundo de impactos publicitarios masivos. Por otra parte, existen determinados targets que solo nos permiten llegar a ellos a trav\u00e9s de los influencers\u201d.<\/p>\n<p>Con respecto a los pilares que debe tener el marketing de influencers, la CEO de Sr.Burns ha destacado la credibilidad \u201csi no es cre\u00edble, nunca va a funcionar\u201d. Tambi\u00e9n debe ser relevante para la marca y debe alcanzar notoriedad. \u201cEl influencer vive del contenido que genera y debes dejarle libertad para actuar y apostar por las estrategias a medio y largo plazo\u201d.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La irrupci\u00f3n de los influencers y su consolidaci\u00f3n como un elemento cada vez m\u00e1s importante en la narrativa de marca<\/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":[44,5895],"tags":[],"class_list":["post-73359","post","type-post","status-publish","format-standard","hentry","category-marketing","category-marketing-digital"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing de influencers: el \u00faltimo fen\u00f3meno en 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