{"id":29263,"date":"2019-08-17T18:00:48","date_gmt":"2019-08-17T23:00:48","guid":{"rendered":"http:\/\/panamaextrema.com\/pe\/?p=29263"},"modified":"2019-08-15T09:20:24","modified_gmt":"2019-08-15T14:20:24","slug":"los-influencers-y-como-se-ha-ido-desarrollando-su-figura-en-el-marketing-digital","status":"publish","type":"post","link":"https:\/\/panamaextrema.com\/pe\/los-influencers-y-como-se-ha-ido-desarrollando-su-figura-en-el-marketing-digital\/","title":{"rendered":"Los influencers y c\u00f3mo se ha ido desarrollando su figura en el marketing digital"},"content":{"rendered":"<p><strong>A partir del 2009, la figura del influencer revolucion\u00f3 el mundo de la publicidad digital. Al llegar en un momento en el que las marcas perd\u00edan credibilidad, estas figuras lograron captar el inter\u00e9s de sus seguidores a trav\u00e9s de contenidos que compart\u00edan en redes sociales, contando sus experiencias y recomendaciones sobre ropa, viajes, comida, etc. Poco a poco, los influencers se fueron convirtiendo en protagonistas de todo tipo de campa\u00f1as.<\/strong><\/p>\n<p>La imagen del influencer, en un principio, se proyectaba como el de una persona normal que compart\u00eda momentos de su vida en redes sociales, a trav\u00e9s de los que lograba conectar con sus seguidores. Al momento de realizar rese\u00f1as de diversos temas, los influencers obten\u00edan buena recepci\u00f3n, debido a que&nbsp;<strong>las personas los consideraban reales y sinceros<\/strong>. Un estudio reciente de Collective Bias detect\u00f3 que el&nbsp;<strong>70 % de las decisiones de compra de los consumidores se basa en recomendaciones<\/strong>&nbsp;de personas que consideran sus iguales. Esa fue la base de la aceptaci\u00f3n de estas figuras, hasta el punto de que las marcas comenzaron a ver un \u00e1rea de oportunidad en ellas.<\/p>\n<p>\u201cDe acuerdo con un reporte de eMarketer, el 71% de profesionales considera que&nbsp;<strong>el influencer marketing puede ayudar a crear mayor conciencia de marca<\/strong>. Adem\u00e1s, el 67% de los especialistas en marketing cree que les ayuda a llegar a p\u00fablicos m\u00e1s espec\u00edficos\u201d, apunta Merca 2.0. Hoy en d\u00eda, muchas de las compa\u00f1\u00edas compiten para conseguir que alguna de estas figuras sea la imagen de sus marcas. Sin embargo, parece que los influencers han perdido, precisamente, influencia. \u00bfPor qu\u00e9?<\/p>\n<h4><strong>Transparencia y confianza<\/strong><\/h4>\n<p>Para los usuarios, la transparencia y la confianza contin\u00faan siendo elementos clave en el momento de elegir una marca. El hecho de que haya una proliferaci\u00f3n de influencers que aceptan, abiertamente, promocionar una marca por dinero ha generado que pierdan la confianza de los usuarios. Un estudio realizado por Datum revel\u00f3 que&nbsp;<strong>las recomendaciones que hacen los influencers sobre marcas y productos ya no tienen el gran impacto de antes<\/strong>&nbsp;sobre la decisi\u00f3n de los consumidores: al menos el 61% de sus seguidores no las toman en cuenta y, dentro de ese porcentaje, el 32% ni si quiera las considera.<\/p>\n<p>Pese a esto, el marketing de influencers sigue siendo una de las herramientas predilectas de las marcas. Pero la estrategia evoluciona: ahora son los microinfluencers (aquellos que tienen menos de 100k seguidores) los perfiles que despuntan. Son personas que se dirigen a nichos m\u00e1s peque\u00f1os y especializados, por lo que su engagement es mayor. Sus seguidores conf\u00edan m\u00e1s en ellos porque&nbsp;<strong>saben que son personas que tienen experiencia en el tema en el que se desenvuelven<\/strong>&nbsp;y a\u00fan no se consideran celebridades \u201cvendidas\u201d a las marcas.<\/p>\n<p><strong>Las empresas deben valorar sus opciones y realizar un correcto trabajo de investigaci\u00f3n antes de seleccionar a un influencer<\/strong>&nbsp;para que sea la imagen de su marca. Es importante que tomen en cuenta a aquellas personas que tengan valores y compromisos compartidos con sus seguidores y que, a su vez, estos se ajusten a los de la empresa. La congruencia es necesaria para que la marca se gane la confianza de los consumidores.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A partir del 2009, la figura del influencer revolucion\u00f3 el mundo de la publicidad digital. Al llegar en un momento en el que las marcas perd\u00edan credibilidad, estas figuras lograron captar el inter\u00e9s de sus seguidores a trav\u00e9s de contenidos que compart\u00edan en redes sociales, contando sus experiencias y recomendaciones sobre ropa, viajes, comida, etc. &hellip;<\/p>\n","protected":false},"author":2,"featured_media":29264,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[40],"tags":[],"class_list":["post-29263","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-noticias"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Los influencers y c\u00f3mo se ha ido desarrollando su figura en el marketing digital &#171; PanamaExtrema.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:\/\/panamaextrema.com\/pe\/los-influencers-y-como-se-ha-ido-desarrollando-su-figura-en-el-marketing-digital\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Los influencers y c\u00f3mo se ha ido desarrollando su figura en el marketing digital &#171; PanamaExtrema.com\" \/>\n<meta property=\"og:description\" content=\"A partir del 2009, la figura del influencer revolucion\u00f3 el mundo de la publicidad digital. Al llegar en un momento en el que las marcas perd\u00edan credibilidad, estas figuras lograron captar el inter\u00e9s de sus seguidores a trav\u00e9s de contenidos que compart\u00edan en redes sociales, contando sus experiencias y recomendaciones sobre ropa, viajes, comida, etc. &hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/panamaextrema.com\/pe\/los-influencers-y-como-se-ha-ido-desarrollando-su-figura-en-el-marketing-digital\/\" \/>\n<meta property=\"og:site_name\" content=\"PanamaExtrema.com\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/panamaextrema\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-08-17T23:00:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/panamaextrema.com\/pe\/wp-content\/uploads\/2019\/08\/laptop-3781366_640.jpg?fit=728%2C485&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"728\" \/>\n\t<meta property=\"og:image:height\" content=\"485\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"panamaextrema.com\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@panamaextrema\" \/>\n<meta name=\"twitter:site\" content=\"@panamaextrema\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"panamaextrema.com\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/panamaextrema.com\\\/pe\\\/los-influencers-y-como-se-ha-ido-desarrollando-su-figura-en-el-marketing-digital\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/panamaextrema.com\\\/pe\\\/los-influencers-y-como-se-ha-ido-desarrollando-su-figura-en-el-marketing-digital\\\/\"},\"author\":{\"name\":\"panamaextrema.com\",\"@id\":\"https:\\\/\\\/panamaextrema.com\\\/pe\\\/#\\\/schema\\\/person\\\/7ca24a931bc3c98cfc88b6c295f7e370\"},\"headline\":\"Los influencers y c\u00f3mo se ha ido desarrollando su figura en el marketing digital\",\"datePublished\":\"2019-08-17T23:00:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/panamaextrema.com\\\/pe\\\/los-influencers-y-como-se-ha-ido-desarrollando-su-figura-en-el-marketing-digital\\\/\"},\"wordCount\":564,\"image\":{\"@id\":\"https:\\\/\\\/panamaextrema.com\\\/pe\\\/los-influencers-y-como-se-ha-ido-desarrollando-su-figura-en-el-marketing-digital\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/panamaextrema.com\\\/pe\\\/wp-content\\\/uploads\\\/2019\\\/08\\\/laptop-3781366_640.jpg?fit=728%2C485&ssl=1\",\"articleSection\":[\"Noticias\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/panamaextrema.com\\\/pe\\\/los-influencers-y-como-se-ha-ido-desarrollando-su-figura-en-el-marketing-digital\\\/\",\"url\":\"https:\\\/\\\/panamaextrema.com\\\/pe\\\/los-influencers-y-como-se-ha-ido-desarrollando-su-figura-en-el-marketing-digital\\\/\",\"name\":\"Los influencers y c\u00f3mo se ha ido desarrollando su figura en el marketing digital &#171; 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