{"id":4437,"date":"2019-07-01T15:01:05","date_gmt":"2019-07-01T13:01:05","guid":{"rendered":"https:\/\/thesmartcityjournal.cibeles.net\/sin-categorizar\/20-millones-de-influencers-mueve-mas-de-1-000-millones-de-al-ano\/"},"modified":"2019-07-01T15:01:54","modified_gmt":"2019-07-01T13:01:54","slug":"20-millones-de-influencers-mueve-mas-de-1-000-millones-de-al-ano","status":"publish","type":"post","link":"https:\/\/www.thesmartcityjournal.com\/es\/noticias\/20-millones-de-influencers-mueve-mas-de-1-000-millones-de-al-ano","title":{"rendered":"20 millones de &#8216;influencers&#8217; mueven m\u00e1s de 1.000 millones de \u20ac al a\u00f1o"},"content":{"rendered":"<p>La efectividad de los <strong>influencers<\/strong> se ha puesto en entredicho, aunque es un negocio que <strong>mueve m\u00e1s de 1.000 millones de euros al a\u00f1o<\/strong> y en el que actualmente m\u00e1s de 20 millones de personas en todo el mundo han hecho de ser <a href=\"sc-actual-smart-city-entre-los-principales-influencers-en-las-redes-sociales&amp;catid=33&amp;lang=es-ES\">influencer <\/a>su profesi\u00f3n. Pero \u00bfse trata de una moda pasajera o de una estrategia de marketing y RRPP que ha venido para quedarse?<\/p>\n<p>La sobresaturaci\u00f3n de influencers es una de las principales razones que <strong>Juan Merodio<\/strong>, experto en marketing y transformaci\u00f3n digital, apunta en este momento de descreimiento de este fen\u00f3meno econ\u00f3mico y social.<\/p>\n<p>El caso de <strong>Arii<\/strong>, una influencer americana con <strong>2,8 millones de seguidores<\/strong> que cuando lanz\u00f3 su l\u00ednea de camisetas s\u00f3lo consigui\u00f3 vender 36 reflejan no s\u00f3lo que el n\u00famero de seguidores no es el n\u00famero de compradores reales, si no que <strong>el marketing de influencia debe ser bien dise\u00f1ado para que sea efectivo<\/strong>.<\/p>\n<p>Seg\u00fan un estudio de la agencia <strong>H2H<\/strong>, en 2018 las marcas espa\u00f1olas <strong>invirtieron 35 millones de euros<\/strong> en campa\u00f1as de <em>influencers<\/em>, lo que supone un 400% m\u00e1s que en 2017, pero de las que m\u00e1s de la mitad no tuvieron retorno.<\/p>\n<p>\u201cEl marketing de influencia funciona, pero siempre con un exhaustivo an\u00e1lisis previo de los influencers a contratar y con una <strong>buena estrategia<\/strong> que permita asegurar el 100% de efectividad\u201d, comenta Merodio, que con uno de sus clientes del sector belleza ha vivido \u00faltimamente el \u00e9xito de invertir 3.000 euros en una acci\u00f3n de microinfluencers y obtener <strong>30.000 \u20ac en ventas<\/strong> directas fruto de ella.<\/p>\n<p><strong>DE PROFESI\u00d3N, INFLUENCER<\/strong><\/p>\n<p>\u201cUn influencer es alguien que <strong>empatiza con su audiencia<\/strong> que les representa y en quien confiar\u201d, a\u00f1ade Merodio que apunta que cualquiera puede ser influencer \u201chay influencers de todas las edades y condiciones, desde gente adinerada a gente de clase social muy baja. Los m\u00e1s j\u00f3venes generan un mayor alcance y engagement, pero es porque esa juventud est\u00e1 m\u00e1s en redes sociales\u201d.<\/p>\n<p><strong>MICROINFLUENCERS, MACRO RETORNO<\/strong><\/p>\n<p>Los <strong>microinfluencers<\/strong> son aquellos que cuentan entre <strong>10.000 y 100.000 seguidores<\/strong> y se caracterizan por ser unos expertos en su nicho de negocio y a su vez estar relacionados a trav\u00e9s de sus redes sociales con otros microinfluencers, seguidores y marcas que valoran su fidelidad, objetividad y contenido.<\/p>\n<p>Las campa\u00f1as de<strong> influencers y microinfluencers<\/strong> tienen que ser capaces de medirse como si se tratara de un programa de fidelizaci\u00f3n y las marcas deben dotar de contenido exclusivo e incentivar la uni\u00f3n con ese influencer.<\/p>\n<p>Medir el <em>engagement<\/em> de la audiencia y los clics de comentario a venta o la conversi\u00f3n de contenido en venta son algunas de las herramientas que los departamentos de marketing de las grandes marcas ya est\u00e1n demandando para <strong>profesionalizar esta nueva figura<\/strong> del mundo publicitario.<\/p>\n<p><strong>NO S\u00d3LO PARA MARCAS DE MODA<\/strong><\/p>\n<p>Los influencers, aunque existen mayoritariamente en el sector de la moda o en negocios <strong>B2C<\/strong>, tambi\u00e9n es una herramienta muy \u00fatil en negocios <strong>B2B<\/strong>, donde actualmente est\u00e1 muy infrautilizado y en el que hay grandes oportunidades.<\/p>\n<p>Merodio enfatiza: \u201cPor ejemplo, un software para profesionales que decida contratar un l\u00edder de opini\u00f3n en ese sector, para que pruebe su producto y haga una publicaci\u00f3n sobre \u00e9l en su blog, en redes sociales y\/o un video en <a href=\"videotrafico-youtube&amp;catid=37&amp;lang=es-ES\">YouTube<\/a>, o empresas cuyo target son otras empresas y que decidan contratar un l\u00edder de opini\u00f3n en negocios para hacer un evento presencial con una conferencia, presentaci\u00f3n de producto, una gira de conferencias, etc\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La efectividad de los influencers se ha puesto en entredicho, aunque es un negocio que mueve m\u00e1s de 1.000 millones de euros al a\u00f1o y en el que actualmente m\u00e1s de 20 millones de personas en todo el mundo han hecho de ser influencer su profesi\u00f3n. Pero \u00bfse trata de una moda pasajera o de\u2026<\/p>\n","protected":false},"author":7,"featured_media":4436,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_scj_primary_category_id":47,"_scj_featured":false,"_scj_featured_from":"","_scj_featured_until":"","_scj_featured_order":0,"_scj_visibility_class":"current","_scj_layout_family":"standard","_scj_article_style":"","_scj_display_overrides":[],"_scj_intro_image_id":4436,"_scj_intro_alt":"","_scj_intro_caption":"","_scj_intro_class":"","_scj_intro_float":"","_scj_full_image_id":4435,"_scj_full_alt":"","_scj_full_caption":"","_scj_full_class":"","_scj_full_float":"","_scj_media_type":"","_scj_media_provider":"","_scj_media_external_id":"","_scj_media_url":"","_scj_media_poster_id":0,"_scj_media_width":0,"_scj_media_height":0,"_scj_media_aspect_ratio":"","_scj_media_description":"","_scj_gallery_items":[],"_scj_related_post_ids":[],"_scj_additional_authors":[],"scj_layout_family":"standard","scj_media_provider":"","scj_media_url":"","scj_full_caption":"","footnotes":""},"categories":[47],"tags":[],"class_list":["post-4437","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>20 millones de &#039;influencers&#039; mueven m\u00e1s de 1.000 millones de \u20ac al a\u00f1o - thesmartcityjournal.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thesmartcityjournal.com\/es\/noticias\/20-millones-de-influencers-mueve-mas-de-1-000-millones-de-al-ano\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"20 millones de &#039;influencers&#039; mueven m\u00e1s de 1.000 millones de \u20ac al a\u00f1o - thesmartcityjournal.com\" \/>\n<meta property=\"og:description\" content=\"La efectividad de los influencers se ha puesto en entredicho, aunque es un negocio que mueve m\u00e1s de 1.000 millones de euros al a\u00f1o y en el que actualmente m\u00e1s de 20 millones de personas en todo el mundo han hecho de ser influencer su profesi\u00f3n. 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