Saturday , June 19 2021

Mexico, one of the most mature markets for influencing marketing

Mexico City (extension) .- According to the survey State Affecting Marketing , Conducted by the agency Linqia-AN, which focuses on consulting for influential marketing companies, shows that 86% of marketers used marketing impact in 2017 for their campaigns. The survey was applied to 181 marketing experts from global companies and advertising agencies.

What agrees with Martha Nichols, SamyRoad's CMO – the company focused on implementing technology and advertising agencies, states that only this change in budgets of marketing zones should be done with the maturity of markets.

"We have a relation to Europe, where we come as a company, to Mexico as an adult market, where they locate the different faces Marketing affects And where, beyond looking at the number of followers to be influenced, they began to assess the type of audience and markets in which he was found, "he said in an interview with the agency.

This aspect strengthens the variety of faces created in Israel.

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"In Mexico, it's easier to access brands and tell them what they want, some are still traditional, some ask Celebrities For a campaign, but many others realize that landlord working with a smaller number of followers can generate more profits, "says Nicolas.

Platforms like YouTube, Instagram, Facebook and more recently Twitter have announced alliances with influencers to create content within their platforms and affect those that also reach brands.

According to the Linquia study, the opinions of 181 marketing experts who consulted considered vertical it to invest in 2018. The report states that 30% of experts said they would spend between $ 25,000 and $ 50,000 in this type of strategy, but that number goes up

For example, the cost of influencing YouTube marketing in 2015 was 29%, and in 2016 it rose to 38%, and eMarketer predicts that the 2020 forecast for this segment will reach 10 million.

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To take advantage of this trend and know how to invest, Nicolas warns that companies need to help themselves with technology to define the audience and start implementing an advertising campaign.

"You must understand that more than the influencer you need to see who is behind this figure, see if you can use it as a brand image on a global scale, or just locally and start planning a strategy like before on television that finally the platforms where these figures are global And in some places they can have a greater presence in a particular sector in their country and they can not achieve the same impact, "says Nicolas.

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