{"id":26073,"date":"2023-03-27T00:06:09","date_gmt":"2023-03-27T06:06:09","guid":{"rendered":"https:\/\/cybermexico.mx\/?p=26073"},"modified":"2023-03-26T23:11:16","modified_gmt":"2023-03-27T05:11:16","slug":"abanico-el-retorno-feliz-de-los-influencer","status":"publish","type":"post","link":"http:\/\/cybermexico.mx\/abanico-el-retorno-feliz-de-los-influencer\/","title":{"rendered":"ABANICO\/ El retorno feliz de los influencer"},"content":{"rendered":"<p><strong>Por Ivette Estrada<\/strong><\/p>\n<p>No andaban muertos ni de parranda. Afinaban estrategias y ahora regresan triunfalmente los influencers, que cada vez ganan m\u00e1s participaci\u00f3n en los presupuestos de mercadotecnia.<\/p>\n<p>Incluso, el influencer marketing global logr\u00f3 16.4 billones de d\u00f3lares en 2022, lo que implica el crecimiento de 19% respecto a 2021. \u00bfInaudito? No. Por cada d\u00f3lar que las marcas gastan en esta soluci\u00f3n obtienen un retorno de inversi\u00f3n de 5.78 d\u00f3lares.<\/p>\n<p>M\u00e1s a\u00fan: si alguien dudaba que esta estrategia para catapultar ventas lleg\u00f3 para quedarse, <strong>Natalia Serna, la CEO de Goldfish,<\/strong> agencia l\u00edder de influencer marketing en Latinoam\u00e9rica, dice contundente: el 2023 ser\u00e1 un a\u00f1o clave para la industria. M\u00e1s a\u00fan: la veremos plagada de innovaciones.<\/p>\n<p><strong>La experta augura cinco tendencias:<\/strong><\/p>\n<p><strong>La primera <\/strong>es el uso de mayores datos que permitan asegurar los retornos de inversi\u00f3n. La data, no la intuici\u00f3n, ser\u00e1 quien determine qui\u00e9nes son los influencers afines a la marca y que generan mayores resultados. Las m\u00e9tricas de desempe\u00f1o ahora se vuelven cruciales y definen muchas acciones y decisiones de ventas, publicidad y promociones.<\/p>\n<p><strong>La segunda<\/strong> tendencia es la inminente inmersi\u00f3n al metaverso. Ser\u00e1 de la mano de los influencers que las marcas crear\u00e1n la experiencia de realidad virtual y de realidad aumentada totalmente inmersivas. Esto es el inicio de una era de creatividad ilimitada. Incluso, se asume ya como el gran hito de comunicaci\u00f3n.<\/p>\n<p><strong>Una tercera<\/strong> tendencia tiene que ver con la b\u00fasqueda de entretenimiento y distracci\u00f3n de los consumidores, lo que marca el posicionamiento del video corto como pilar del influencer marketing. Plataformas como TikTok, por ejemplo, lideran ahora las redes sociales porque este formato ayuda a transmitir los mensajes de una manera m\u00e1s f\u00e1cil y genera mucha m\u00e1s interacci\u00f3n respecto a otros formatos.<\/p>\n<p><strong>La cuarta<\/strong> tendencia tiene que ver con el Live shopping. Las transmisiones en vivo se vuelven m\u00e1s entretenidas. Tambi\u00e9n permiten que las marcas crean transmisiones en vivo para mostrar sus productos e incluyen a influencers para aprovechar las audiencias de los mismos y generar confianza en los consumidores.<\/p>\n<p>Seg\u00fan la consultor\u00eda internacional de mercados <strong>McKinsey,<\/strong> para el 2026, entre 10 y 20 por ciento de todo el e-commerce ser\u00e1 a trav\u00e9s de Live Shopping, pues la tasa de conversi\u00f3n puede ser hasta 10x mayor que otros formatos de comercio electr\u00f3nico. En Latinoam\u00e9rica <strong>Fira Live,<\/strong> la firma l\u00edder de streaming shoppong que encabeza <strong>Carlos O\u2019Rian Herrera,<\/strong> augura a la par m\u00e1s innovaciones en estas plataformas.<\/p>\n<p>Tambi\u00e9n las transmisiones en vivo, seg\u00fan O\u2019Rian, permitir\u00e1n amplifica los mejores contenidos de los influencers, <strong>la quinta tendencia<\/strong> que vaticina Gloldfish. Esto porque vemos reducciones en la ruta cr\u00edtica del algoritsmo de hasta 35%, lo que aumenta el retorno de inversi\u00f3n de la campa\u00f1a.<\/p>\n<p><strong>Natalia Serna<\/strong> es contundente al asegurar: el influencer marketing no desapareci\u00f3. Seguir\u00e1 creciendo y mientras haya m\u00e1s influencers, m\u00e1s consumo de contenidos en redes sociales habr\u00e1 y, por ende, mayor inversi\u00f3n de los anunciantes.<\/p>\n<p>\u00bfImaginaron el triunfal regreso de los influencers? Yo no. Los di por muertos err\u00f3neamente.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Por Ivette Estrada No andaban muertos ni de parranda. Afinaban estrategias y ahora regresan triunfalmente los influencers, que cada vez ganan m\u00e1s participaci\u00f3n en los presupuestos de mercadotecnia. Incluso, el influencer marketing global logr\u00f3 16.4 billones de d\u00f3lares en 2022, lo que implica el crecimiento de 19% respecto a 2021. \u00bfInaudito? No. Por cada d\u00f3lar &#8230;<\/p>\n","protected":false},"author":1,"featured_media":26075,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"loftocean_post_format_gallery":"","loftocean_post_format_gallery_ids":"","loftocean_post_format_gallery_urls":"","loftocean_post_format_video_id":0,"loftocean_post_format_video_url":"","loftocean_post_format_video_type":"","loftocean_post_format_video":"","loftocean_post_format_audio_type":"","loftocean_post_format_audio_url":"","loftocean_post_format_audio_id":0,"loftocean_post_format_audio":"","loftocean-featured-post":"","loftocean-like-count":0,"loftocean-view-count":336,"loftocean_coauthors":"","alpaca_post_content_reading_setting":"","alpaca_reading_speed_per_minute":0,"alpaca_reading_speed_unit":"","alpaca_single_post_template_layout":"","footnotes":""},"categories":[1321,1317],"tags":[1396,133,1348,665],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>ABANICO\/ El retorno feliz de los influencer - CyberM\u00e9xico<\/title>\n<meta name=\"description\" content=\"Por Ivette Estrada No andaban muertos ni de parranda. 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