{"id":4155,"date":"2019-12-09T21:24:36","date_gmt":"2019-12-09T21:24:36","guid":{"rendered":"http:\/\/mastermarketingdigital.ub.edu\/?p=4155"},"modified":"2019-12-09T21:27:41","modified_gmt":"2019-12-09T21:27:41","slug":"influencers","status":"publish","type":"post","link":"https:\/\/www.ub.edu\/posgradomarketingdigital\/influencers\/","title":{"rendered":"El poder\u00edo de los influencers crece como la espuma y no hay quien lo pare (por ahora)"},"content":{"rendered":"

[vc_row full_width=\u00bbstretch_row\u00bb][vc_column][vc_column_text]M\u00e1s de una tercera parte de los consumidores asegura que las recomendaciones de los influencers gozan al 100% de su confianza.<\/p>\n

Los influencers se han apalancado con inusitada fuerza en el coraz\u00f3n del consumidor<\/strong>, que no ha tenido prurito alguno en agasajarles con su confianza (casi ciega).<\/p>\n

Seg\u00fan un reciente estudio llevado a cabo en Alemania por\u00a0Media Elements Group<\/a>\u00a0en colaboraci\u00f3n con Mediakraft, Reachhero, Adspree y Monheimer Institut, uno de cada cuatro consumidores valoran tanto las recomendaciones emanadas de los influencers como aquellas que echan ra\u00edces\u00a0en sus amigos y familiares m\u00e1s cercanos<\/a>.<\/strong><\/p>\n

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Particularmente predispuestos se muestran a dejarse deslumbrar por los influencers y sus recomendaciones quienes son \u00abfollowers\u00bb de\u00a0prescriptores con el foco puesto en la belleza, la moda y el fitness.<\/strong><\/p>\n

Las redes sociales preferidas del consumidor para seguir las andanzas de los influencers son YouTube e\u00a0<\/strong>Instagram<\/strong><\/a>. Siguen en importancia a estas dos plataformas 2.0 Facebook y Snapchat. En el vag\u00f3n de cola est\u00e1n nuevos \u00abplayers\u00bb (cada vez m\u00e1s pujantes, eso s\u00ed) como Twitch y TikTok.<\/p>\n

Los consumidores de entre 16 y 35 a\u00f1os invierten una media de cuatro horas al d\u00eda en las redes sociales<\/strong>, el h\u00e1bitat natural de los influencers.<\/p>\n

El consumidor no muestra, por otra parte, recato alguno a la hora de rascarse el bolsillo en productos recomendados por los influencers.\u00a0<\/strong>La particular amalgama de ofertas especiales, la detallada presentaci\u00f3n del producto y la recomendaci\u00f3n personal por parte del prescriptor logra hacer morder el anzuelo al consumidor (y lo hace adem\u00e1s a largo plazo).<\/p>\n

La satisfacci\u00f3n del consumidor con los productos que compra en base a las recomendaciones de los influencers es adem\u00e1s excepcionalmente elevada (79%)<\/strong>. Tambi\u00e9n es muy alta la predisposici\u00f3n del consumidor a comprar de nuevo (64%).<\/p>\n

Lejos de tildar las recomendaciones de los influencers como interrupciones inc\u00f3modas (y sospechosamente similares a los anuncios)\u00a0los consumidores las consideran cre\u00edbles y en t\u00e9rminos generales muy valiosas.<\/strong><\/p>\n

M\u00e1s de una tercera parte de los consumidores asegura que las recomendaciones de los influencers gozan al 100% de su confianza<\/strong>. De hecho, tras las recomendaciones de amigos y familiares los consejos de los influencers son los que m\u00e1s influyen en las decisiones de compra del consumidor. Siguen en importancia a las recomendaciones de los prescriptores la publicidad en Instagram y en televisi\u00f3n.<\/p>\n

De acuerdo con el informe, los\u00a0seguidores de los influencers<\/a>\u00a0pueden ser categorizados en cuatro tipolog\u00edas:<\/p>\n

– El\u00a0seguidor admirador<\/strong>, aquel que deposita su total confianza en el influencer y valora sus recomendaciones como particularmente aut\u00e9nticas y genuinas.<\/p>\n

– El\u00a0buscador de inspiraci\u00f3n<\/strong>, aquel que posa su mirada en los influencers buscando sobre todo y ante todo inspiraci\u00f3n para su propia vida.<\/p>\n

– El\u00a0cazador de tendencias<\/strong>, que va en busca de nuevas tendencias y se fija en los influencers para alcanzar la autorrealizaci\u00f3n.<\/p>\n

– El\u00a0esc\u00e9ptico inteligente<\/strong>, que contempla a los influencers con escepticismo y pone a menudo en duda su credibilidad.[\/vc_column_text][vc_column_text]Art\u00edculo extra\u00eddo de Marketing Directo<\/b><\/a>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

Los influencers se han apalancado con inusitada fuerza en el coraz\u00f3n del consumidor, que no ha tenido prurito alguno en agasajarles con su confianza (casi ciega).<\/p>\n","protected":false},"author":1,"featured_media":4156,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4155","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital"],"yoast_head":"\nTendencias en tecnolog\u00eda - M\u00e1ster Direcci\u00f3n Comercial UB<\/title>\n<meta name=\"description\" content=\"A muchos nos emocion\u00f3 el discurso de Tyrion Lannister en el \u00faltimo cap\u00edtulo de Juego de Tronos durante la elecci\u00f3n del nuevo rey de poniente.\" \/>\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.ub.edu\/posgradomarketingdigital\/influencers\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tendencias en tecnolog\u00eda - 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