{"id":5440,"date":"2020-08-10T15:40:26","date_gmt":"2020-08-10T20:40:26","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=5440"},"modified":"2020-08-10T15:42:55","modified_gmt":"2020-08-10T20:42:55","slug":"cuanto-ha-caido-el-marketing-con-influencers-durante-la-crisis-del-coronavirus","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/cuanto-ha-caido-el-marketing-con-influencers-durante-la-crisis-del-coronavirus\/","title":{"rendered":"\u00bfCu\u00e1nto ha ca\u00eddo el marketing con influencers durante la crisis del coronavirus?"},"content":{"rendered":"<div class=\"ccol-detail-left\">\n<div class=\"ccol-detail-left-right\">\n<article>\n<div class=\"DetailContent\">\n<div class=\"content\">\n<div id=\"ac\">\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-5441 aligncenter\" src=\"http:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/08\/4545-300x176.jpg\" alt=\"\" width=\"300\" height=\"176\" srcset=\"https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/08\/4545-300x176.jpg 300w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/08\/4545-768x450.jpg 768w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/08\/4545.jpg 1024w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>En el mundo pre-coronavirus, los influencers eran los grandes ganadores, las grandes estrellas rutilantes y emergentes (por mucho, eso s\u00ed, que ya empezasen a existir duras voces cr\u00edticas que apuntaban a que no era todo tan bonito como parec\u00eda).<\/p>\n<p>Los influencers se hab\u00edan asentado como uno de los escenarios en los que la inversi\u00f3n en marketing crec\u00eda y como una de las cuestiones m\u00e1s importantes del social media marketing. Las marcas apostaban por ellos porque les daban un acceso m\u00e1s directo y m\u00e1s relevante &#8211; o eso cre\u00edan &#8211; a los consumidores. Pero \u00bfqu\u00e9 ocurri\u00f3 con el marketing con influencers durante la crisis del coronavirus? \u00bfFren\u00f3 la inversi\u00f3n en las estrellas de los social media la crisis sanitaria?<\/p>\n<p>La crisis del coronavirus cre\u00f3 una oleada de nuevos problemas para los influencers. Primero, se vieron arrastrados como todos y cada uno de los puntos de la inversi\u00f3n en marketing a una situaci\u00f3n complicada. En general, la inversi\u00f3n en marketing y publicidad se vio frenada por la crisis. Los responsables de marketing redujeron o congelaron sus presupuestos, lo que les ha obligado a cancelar o retrasar algunas de sus acciones de marketing. Los influencers no fueron ajenos a esta situaci\u00f3n.<\/p>\n<p>Y, segundo, las condiciones del confinamiento y el contexto en el que se encontraban los consumidores fren\u00f3 tambi\u00e9n el trabajo de los influencers. Al fin y al cabo, no pod\u00edan irse a hacer fotos glamurosas de sus viajes cuando deb\u00edan quedarse en sus casas manteniendo la distancia social y otras medidas de seguridad.<\/p>\n<p>Los datos del \u00faltimo\u00a0<a href=\"https:\/\/www.puromarketing.com\/index.php?mod=news&amp;op=link&amp;id=34070&amp;url=https:\/\/www.marketingdive.com\/news\/forrester-influencer-campaign-volume-slipped-3-during-pandemic\/583077\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">estudio<\/a>\u00a0de Forrester sobre marketing con influencers dejan claro que, en cierto modo, estos profesionales de las redes sociales tambi\u00e9n se han visto tocados por la situaci\u00f3n, aunque quiz\u00e1s lo hayan sufrido menos que otros elementos del ecosistema del marketing digital.<\/p>\n<p>Seg\u00fan las conclusiones de Forrester, en los primeros d\u00edas de la pandemia, las campa\u00f1as cayeron, aunque no de forma abrupta. Despu\u00e9s se recuper\u00f3 la calma. As\u00ed, en marzo el total de campa\u00f1as con influencers baj\u00f3 en un 3%, pero la tendencia se corrigi\u00f3 en abril y mayo y en esos dos meses se volvi\u00f3 a una cierta normalidad pre-pandemia.<\/p>\n<p>Y no solo eso: los influencers fueron usados como parche a la situaci\u00f3n. En abril, la inversi\u00f3n en marketing con influencers se recuper\u00f3 porque, seg\u00fan ha concluido en su estudio Forrester, los marketeros usaron a los influencers como v\u00eda para obtener el trabajo creativo y el contenido que no ten\u00edan disponible en otras v\u00edas m\u00e1s tradicionales.<\/p>\n<p>Por supuesto, los contenidos tuvieron que cambiar. Los posts no pod\u00edan ser completa y totalmente comerciales, porque ese tipo de contenidos lograban un elevado rechazo entre los consumidores.<\/p>\n<h2>La inversi\u00f3n no va a caer<\/h2>\n<p>El estudio tambi\u00e9n ha preguntado a los marketeros por sus previsiones a futuro y los datos son bastante claros. Ninguno de los encuestados cree que la inversi\u00f3n en marketing con influencers vaya a caer en el futuro pr\u00f3ximo. La mayor\u00eda considera que crecer\u00e1 y quienes no ven esos datos de crecimiento futuros s\u00ed creen que se mantendr\u00e1 estable. Es decir, se estabilizar\u00e1 con crecimiento plano.<\/p>\n<p>Estos datos, como recuerdan en\u00a0<em>Marketing Dive<\/em>, chocan con los que se est\u00e1n registrando en general en el mercado publicitario. Las grandes agencias de publicidad est\u00e1n registrando p\u00e9rdidas notables y las grandes compa\u00f1\u00edas de varios sectores clave est\u00e1n reduciendo su inversi\u00f3n publicitaria.<\/p>\n<p>Incluso, Forrester cree que el social media marketing caer\u00e1 entre un 10 y un 20% este a\u00f1o, algo que no parece que vaya a tocar mucho a los influencers.<\/p>\n<\/div>\n<\/div>\n<div class=\"pu\">\n<div class=\"pu-text EndDetail\"><\/div>\n<\/div>\n<div class=\"row buttonsBotton\">\n<div class=\"col-7 text-right\">\n<div class=\"btn-group\" role=\"group\"><a href=\"https:\/\/www.puromarketing.com\/42\/34070\/cuanto-caido-marketing-influencers-durante-crisis-coronavius.html\">Fuente: https:\/\/www.puromarketing.com\/42\/34070\/cuanto-caido-marketing-influencers-durante-crisis-coronavius.html<\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"clear\"><\/div>\n<\/div>\n<\/article>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>En el mundo pre-coronavirus, los influencers eran los grandes ganadores, las grandes estrellas rutilantes y emergentes (por mucho, eso s\u00ed, que ya empezasen a existir duras voces cr\u00edticas que apuntaban a que no era todo tan bonito como parec\u00eda). Los influencers se hab\u00edan asentado como uno de los escenarios en los que la inversi\u00f3n en [&hellip;]<\/p>\n","protected":false},"author":50,"featured_media":5441,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[127,128],"class_list":["post-5440","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama","tag-atencion","tag-destacado"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfCu\u00e1nto ha ca\u00eddo el marketing con influencers durante la crisis del coronavirus? | Marketing Zone Icesi<\/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.icesi.edu.co\/marketingzone\/cuanto-ha-caido-el-marketing-con-influencers-durante-la-crisis-del-coronavirus\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfCu\u00e1nto ha ca\u00eddo el marketing con influencers durante la crisis del coronavirus? | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"En el mundo pre-coronavirus, los influencers eran los grandes ganadores, las grandes estrellas rutilantes y emergentes (por mucho, eso s\u00ed, que ya empezasen a existir duras voces cr\u00edticas que apuntaban a que no era todo tan bonito como parec\u00eda). 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