The keys to getting influencers to talk about a brand was the topic addressed by Víctor Alejandro Gil, partner at Cocktail Analysis, during the marketing day “The Butterfly Effect,” which was held at the Museo del Traje in Madrid on Wednesday.
For Gil, two fundamental factors that shape today's consumer society and determine choices must be taken into account: Web 2.0, which allows the active role of influencers, and social networks, which ensure that prescriptions go viral.
This analyst points out that the explosion of the Internet as a bc data america source of advice is due to a crisis of confidence in traditional advertising over the last 30 years, as the system seems to have burned out after an overload of information that was not always true.
Gil believes that when analyzing what is said about a brand on the Internet and especially when one wants to know why it is not recommended, one must know if the problem is a lack of communication or if it is the product itself that is not well received.
This communicator assures that to carry out a successful strategy, it is necessary to create trust, knowing that the role of the influencer depends on the type of product, that is, there are no universal formulas and the most popular agents are not always the most persuasive.
Thus, Gil points out 7 formulas to address influence on the Internet:
1- Investigate the consumption category based on the product orientation and the ostentation made by its clients.
2- Know which brands are prescribed and why.
3- Delve into the motivations when influencing.
4- Base the relationship with the issuers on honesty.
5- Think long-term.
6- Give without expecting anything in return.
7- Understand that a new paradigm of communication now governs, which moves from monologue to conversation.