{"id":83158,"date":"2019-07-03T13:43:08","date_gmt":"2019-07-03T11:43:08","guid":{"rendered":"https:\/\/ipmark.com\/?p=83158"},"modified":"2019-07-03T13:43:08","modified_gmt":"2019-07-03T11:43:08","slug":"marcas-campanas-con-influencers","status":"publish","type":"post","link":"https:\/\/ipmark.com\/marcas-campanas-con-influencers\/","title":{"rendered":"7 de cada 10 marcas realizaron campa\u00f1as con influencers en 2018"},"content":{"rendered":"
\"El
El 76% de las marcas realiz\u00f3 campa\u00f1as con influencers en alg\u00fan momento en 2018<\/figcaption><\/figure>\n

Cada vez son m\u00e1s las marcas que incluyen el marketing<\/a> de influencers en su estrategia. Seg\u00fan datos de la Asociaci\u00f3n Espa\u00f1ola de Anunciantes (aea), el 75% de las compa\u00f1\u00edas afirma haber empleado influencers en alg\u00fan momento. Una partida al que se destin\u00f3 en 2018 el 9% del presupuesto.\u00a0<\/strong><\/p>\n

Son datos de la s\u00e9ptima edici\u00f3n del Bar\u00f3metro Digital de la aea en colaboraci\u00f3n con ISDI, y que estudia los retos que plantea la digitalizaci\u00f3n a los departamentos de marketing de las empresas.\u00a0<\/span><\/p>\n

El 87%<\/strong> de las firmas entrevistadas asegura hallarse inmersas en su transformaci\u00f3n digital<\/a>, mientras que un 5% no ha iniciado ni tiene previsto hacerlo<\/strong>. Destaca, no obstante, el hecho de que un 8% de compa\u00f1\u00edas considere que ya ha finalizado su transformaci\u00f3n.\u00a0<\/span><\/p>\n

\u201cLo que supone que la han interpretado como un proceso finito en el tiempo en vez de verla como lo que es: un cambio de cultura hacia un modelo de producci\u00f3n adaptativo y en constante evoluci\u00f3n en consonancia con los r\u00e1pidos cambios del mercado\u201d, explica Nacho de Pinedo, CEO de ISDI.\u00a0<\/span><\/p>\n

Por primera vez en el estudio aparece como acci\u00f3n prioritaria la contrataci\u00f3n de profesionales digitales<\/strong> – un 63% as\u00ed lo considera-. Se suman ser m\u00e1s activas en redes sociales<\/strong>, formar al equipo e incorporar el Big Data<\/strong> a las operaciones de la compa\u00f1\u00eda. La falta de talento<\/strong> y conocimiento digitales y las deficiencias tecnol\u00f3gicas<\/strong> se alzan como los principales frenos.\u00a0<\/span><\/p>\n

Aumenta el presupuesto de la partida de influencers<\/strong><\/h2>\n

En cuanto a la inversi\u00f3n en medios, la televisi\u00f3n<\/strong> contin\u00faa copando el grueso del presupuesto, con el 48%<\/strong>. Un porcentaje similar al de a\u00f1os anteriores. Le sigue el canal digital<\/strong>, con el 25%<\/strong> de la inversi\u00f3n.\u00a0<\/span><\/p>\n

Dentro de los medios online, crece el presupuesto destinado al v\u00eddeo<\/strong>. Si en 2017 la inversi\u00f3n destinada se situ\u00f3 en el 18%, en 2018 dicho porcentaje alcanz\u00f3 el 24%<\/strong>. El display<\/strong> baja al segundo puesto al obtener una cuota del 19%<\/strong> y, de igual modo, descienden las partidas de SEO, SEM y emailing<\/strong>.<\/span><\/p>\n

En cuanto a las acciones realizadas con influencers<\/strong>, el 75% de las compa\u00f1\u00edas entrevistadas asegura ha realizado alguna campa\u00f1a. En 2018, el 9%<\/strong> del presupuesto se destin\u00f3 a este fin y se prev\u00e9 que dicho porcentaje se sit\u00fae en el 10,5% en 2019<\/strong>. Un 44% afirma adem\u00e1s emplear de forma planificado la estrategia de \u2018real time marketing\u2019 y un 83%, branded content.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Cada vez son m\u00e1s las marcas que incluyen el marketing de influencers en su estrategia. Seg\u00fan datos de la Asociaci\u00f3n<\/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],"tags":[383,2226],"class_list":["post-83158","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-influencers","tag-marcas"],"acf":[],"yoast_head":"\n7 de cada 10 marcas realizaron campa\u00f1as con influencers en 2018<\/title>\n<meta name=\"description\" content=\"Seg\u00fan datos del Bar\u00f3metro Digital de aea e ISDI, el 76% de las compa\u00f1\u00edas ha realizado campa\u00f1as con influencers en alg\u00fan momento en 2018.\" \/>\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\/marcas-campanas-con-influencers\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 de cada 10 marcas realizaron campa\u00f1as con influencers en 2018\" \/>\n<meta property=\"og:description\" content=\"Seg\u00fan datos del Bar\u00f3metro Digital de aea e ISDI, el 76% de las compa\u00f1\u00edas ha realizado campa\u00f1as con influencers en alg\u00fan momento en 2018.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/marcas-campanas-con-influencers\/\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2019-07-03T11:43:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/07\/marketing-de-influencers.jpg\" \/>\n<meta name=\"author\" content=\"ipmark\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"ipmark\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/marcas-campanas-con-influencers\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/marcas-campanas-con-influencers\\\/\"},\"author\":{\"name\":\"ipmark\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\"},\"headline\":\"7 de cada 10 marcas realizaron campa\u00f1as con influencers en 2018\",\"datePublished\":\"2019-07-03T11:43:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/marcas-campanas-con-influencers\\\/\"},\"wordCount\":435,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/marcas-campanas-con-influencers\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/2019\\\/07\\\/marketing-de-influencers.jpg\",\"keywords\":[\"influencers\",\"marcas\"],\"articleSection\":[\"Marketing\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/marcas-campanas-con-influencers\\\/\",\"url\":\"https:\\\/\\\/ipmark.com\\\/marcas-campanas-con-influencers\\\/\",\"name\":\"7 de cada 10 marcas realizaron campa\u00f1as con influencers en 2018\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/marcas-campanas-con-influencers\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/marcas-campanas-con-influencers\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/2019\\\/07\\\/marketing-de-influencers.jpg\",\"datePublished\":\"2019-07-03T11:43:08+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\"},\"description\":\"Seg\u00fan datos del Bar\u00f3metro Digital de aea e ISDI, el 76% de las compa\u00f1\u00edas ha realizado campa\u00f1as con influencers en alg\u00fan momento en 2018.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/marcas-campanas-con-influencers\\\/#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/marcas-campanas-con-influencers\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/marcas-campanas-con-influencers\\\/#primaryimage\",\"url\":\"\",\"contentUrl\":\"\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/marcas-campanas-con-influencers\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"7 de cada 10 marcas realizaron campa\u00f1as con influencers en 2018\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\",\"url\":\"https:\\\/\\\/ipmark.com\\\/\",\"name\":\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"description\":\"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ipmark.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\",\"name\":\"ipmark\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"caption\":\"ipmark\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/author\\\/ipmark\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"7 de cada 10 marcas realizaron campa\u00f1as con influencers en 2018","description":"Seg\u00fan datos del Bar\u00f3metro Digital de aea e ISDI, el 76% de las compa\u00f1\u00edas ha realizado campa\u00f1as con influencers en alg\u00fan momento en 2018.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ipmark.com\/marcas-campanas-con-influencers\/","og_locale":"es_ES","og_type":"article","og_title":"7 de cada 10 marcas realizaron campa\u00f1as con influencers en 2018","og_description":"Seg\u00fan datos del Bar\u00f3metro Digital de aea e ISDI, el 76% de las compa\u00f1\u00edas ha realizado campa\u00f1as con influencers en alg\u00fan momento en 2018.","og_url":"https:\/\/ipmark.com\/marcas-campanas-con-influencers\/","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2019-07-03T11:43:08+00:00","og_image":[{"url":"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/07\/marketing-de-influencers.jpg","type":"","width":"","height":""}],"author":"ipmark","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"ipmark","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/marcas-campanas-con-influencers\/#article","isPartOf":{"@id":"https:\/\/ipmark.com\/marcas-campanas-con-influencers\/"},"author":{"name":"ipmark","@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1"},"headline":"7 de cada 10 marcas realizaron campa\u00f1as con influencers en 2018","datePublished":"2019-07-03T11:43:08+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/marcas-campanas-con-influencers\/"},"wordCount":435,"commentCount":0,"image":{"@id":"https:\/\/ipmark.com\/marcas-campanas-con-influencers\/#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/07\/marketing-de-influencers.jpg","keywords":["influencers","marcas"],"articleSection":["Marketing"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/marcas-campanas-con-influencers\/","url":"https:\/\/ipmark.com\/marcas-campanas-con-influencers\/","name":"7 de cada 10 marcas realizaron campa\u00f1as con influencers en 2018","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/marcas-campanas-con-influencers\/#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/marcas-campanas-con-influencers\/#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/07\/marketing-de-influencers.jpg","datePublished":"2019-07-03T11:43:08+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1"},"description":"Seg\u00fan datos del Bar\u00f3metro Digital de aea e ISDI, el 76% de las compa\u00f1\u00edas ha realizado campa\u00f1as con influencers en alg\u00fan momento en 2018.","breadcrumb":{"@id":"https:\/\/ipmark.com\/marcas-campanas-con-influencers\/#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/marcas-campanas-con-influencers\/"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/marcas-campanas-con-influencers\/#primaryimage","url":"","contentUrl":""},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/marcas-campanas-con-influencers\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"7 de cada 10 marcas realizaron campa\u00f1as con influencers en 2018"}]},{"@type":"WebSite","@id":"https:\/\/ipmark.com\/#website","url":"https:\/\/ipmark.com\/","name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipmark.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1","name":"ipmark","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","caption":"ipmark"},"url":"https:\/\/ipmark.com\/author\/ipmark\/"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/wp-json\/wp\/v2\/posts\/83158","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipmark.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipmark.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipmark.com\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/wp-json\/wp\/v2\/comments?post=83158"}],"version-history":[{"count":0,"href":"https:\/\/ipmark.com\/wp-json\/wp\/v2\/posts\/83158\/revisions"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/wp-json\/wp\/v2\/media?parent=83158"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/wp-json\/wp\/v2\/categories?post=83158"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/wp-json\/wp\/v2\/tags?post=83158"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}