The 21st century has witnessed a marked change in brands’ marketing and communications strategies. Inter-sector competition, globalisation and the birth of new technologies have created new opportunities and points of entry to markets. The internet has grown exponentially. Payment methods are more convenient than ever and consumer support tools are plentiful. But how have consumers themselves changed?
These developments have also led to a boom in the IT world, in particular when it comes to the advancement of mobile apps, smartphones and tablets and the Bitcoin industry. Opinion leaders are increasingly visible, especially politicians, footballers and TV celebrities. New personalities with important and influential social media profiles have emerged, created by and for a new profile of consumer: digital influencers.
Brands and agencies are well aware of the potential of these influencers on social media platforms such as twitter, Instagram and YouTube. They harness their influence to position them as product or value ambassadors, providing them with an interesting and alternative way of positioning a brand with regards to its direct competition.
Brands and influencers: a done deal
People check their Instagram account an average of three to four times a day, write over 560 words of twitter posts and regularly upload fleeting images to Snapchat. Brands are well aware of this and work together with social media users to create synergies in order to help their products reach potential consumers. But is this approach effective?
These kinds of collaborations have been used by a wide variety of brands, many of which increase their number of users and end up in a position to trend on twitter. However, clearly defining a target audience is not easy. It’s important that the product, or the values that the brand is looking to transmit, suit the profile of the targeted influencers. In reality, the success or failure of the approach depends on whether it speaks to and connects with these influencers.
Marco de Comunicación has embraced the latest digital trends and understands just how important creating and maintaining deep relationships with these influencers is. An example of this approach is TRESemmé’s sponsorship of the alternative fashion show at Madrid MFSHOW which allowed the brand to establish long-term relationships with online fashion and beauty influencers. The sponsored event was widely covered and generated extensive coverage on the social media channels of those who attended. Digital communication and synergies really helped the brand’s various product ranges to stand out at the event.