Monday, 14 may 2018 | Redacción CEU
The accelerated growth of social networks has disrupted many of the current paradigms of our society. In the advertising sector, the changes in patterns and models are evident. Marketing has been forced to make a 180º turn and to reformulate its strategies to reach a more demanding public whose natural habitat is the digital world. "Youtubers", "instagrammers" and "influencers" are part of the new online culture and present a more and more prominent role in the relationship of brands with customers. Is their potential being used appropriately? Is Influencer Marketing a profitable strategy? Can it become counterproductive for the brand? What are the keys when choosing an ideal influencer?
What do we want influencers for? This is neither a rhetorical question, nor trivial. When it comes to addressing an Influencer Marketing strategy, it is important that brands know how to respond clearly to this question. Although the use of influencers or celebrities is a growing trend from large companies and brands, it is not always a guarantee of success. Before hiring them, it is very important to be clear about what they want to achieve with their help and how these characters fit into their marketing strategy. This is one of the key points that the Head of Digital Go To Market of Hijos de Rivera S.A.U, Francesc Pumarola, wanted to highlight in the event "Marketing de Influencia. Cómo utilizarlo de forma efectiva para llegar a tu audiencia" organized by The CEU IAM Business School.
How we have changed!
The traditional advertising model was marked, in large part, by the budget limit. The communication was unidirectional. The more money was spent on advertising, the more able we were to reach a greater number of people. With the arrival of social networks, audience now has an active role. The communication is bidirectional and messages can become viral (with a positive or negative result).
The behavior patterns of potential consumers are not the same either. People consume videos through the Internet, their relationship with cellphones is intimate and close, social networks influence their purchase decision and the product recommendations have moved from a near and close to a digital level. All this has had an impact on brands losing their power in favor of the public that is now able to amplify or mitigate the reach of the brands. Like Pumarola explains: <<Brands are no longer in power of companies, they are in the power of customers>>.
This new paradigm also requires new strategies. The loss of brand power has made more difficult to impact and reach the consumer through conventional advertising. The public is more demanding and does not respond to the ads as before. For that reason, many brands have abandoned the old formulas and now seek to reach the audience in "the most organic possible way". Some firms have found in the figure of these new inhabitants of the online civilization, the influencers, an ideal tool to launch their messages and achieve to get along naturally with their dreamed public.