The power that new technologies give to audiences brings with it a higher level of criticism from users, who will underestimate and question everything that brands say, where one of the references that grows in terms of validity and credibility are the opinions of their peers. The phenomenon Paraguay Phone Number List that puts the proliferation of false news on the table will harden these behaviors , a trend that, although for brands opens a certain area of opportunity, also poses important challenges, within which it will be vital to align the brand to the values, philosophies and consumer dynamics. This will have to stop being a simple speech to become a primary axis within marketing and communication actions.
Under this tenor, one of the trends that will gain even greater prominence will be the strategies that will favor collaborations with influencers. This makes sense if you consider that estimates published by Nielsen indicated that until 2015, 83 percent of people said that the recommendations of other consumers were ‘the type of advertising’ in which they trusted the most, even above those actions developed in social networks by companies that hold 42 percent and editorial content signed by some commercial firm that take 66 percent. That is why it is not surprising that 59 percent of companies affirm that they will increase their investments in influencer marketing campaigns during the next twelve months, as revealed by Burst Media, with the main objectives of optimizing branding actions. (33 percent) as well as increasing customer loyalty and retention (31 percent) , according to eConsultancy data.
For Alejandro Campos, brand director for Cerveza Modelo, “influencer marketing works, because in the digital age you cannot stand out without connecting with consumers. We want people to identify with us and influencers help us to highlight the personality of the brand and start a Phone Number List conversation with our target ”. The weight that new celebrities or influencers born on the net have as allies for brands is undeniable. However, we are talking about a discipline that both in frequency of use and in number of users – to call it somehow – begins to register the first signs of saturation.
