Martínez aconseja enfocarse en los influencers hispanos
Alejandro Martinez, Director of Marketing Intelligence at Dieste presented several recommendations for brands to succeed in influencer marketing, which is -according to him- the latest marketing trend, because consumers are now looking at their friends and social circles to inform their purchasing decisions. “The first step in any influencer marketing strategy is to identify the right influencer” he said. He explained that there are two types of influencers: Paid influencers and earned influencers. The first group are usually opinion leaders hired for a testimonial, sponsorship, etc. and are usually experts in a respective category and can reach very large audiences. The second, comprises unpaid or pre-existing relationships between the influencer and the brand. Martínez noted that a very effective earned influencer marketing strategy is to identify influencers among the brand’s current customers or social media followers. “Once you have selected these influencers, you can target them with tailored messages that they, in turn, can share with their extended network” he said. But also, influencers can be split based on demographics. Regarding this, he highlighted that surveys in the U.S. show that 54% of total influencers are multicultural and 45% are White non-Hispanic. So, there’s a much higher representation of multiculturals amongst total influencers when compared to White non-Hispanics. “If we also add the fact that multiculturals are very active on social media and have large networks, then it makes good sense to focus significant efforts on this segment when thinking about implementing an influencer-marketing program” Martínez concluded.
