Influencer Marketing in the Growth Hacking strategy of digital brands

Abstract

This article analyses the presence of influencer marketing in business communications strategies in the new economy, based on the results of an exploratory investigation carried out in accordance with the methodology of the Grounded Theory. The categorisation of the information, obtained from the elaboration of the case studies of three digitally native brands (Wallapop, Westwing and Fotocasa), shows that influencer marketing actions are part of their 360º communications strategy. Actions with influencers are developed in a synergistic way with other advertising and public relations actions, both on and offline. In terms of their approach, they follow Marston's strategic planning model, which consists of four phases: research, planning, execution and evaluation. In this sense, its particularities include the decision-making based on data, as well as the empowerment of the user and the brands' agents. IntroductionWord-of-mouth marketing has always had a great influence on public opinion and consumers and, therefore, plays a key role in the field of communication due to the added credibility it provides.The arrival of the Internet and, above all, the emergence of social networks and the omnipresence of mobile communication has lead to an increase in the effect of word of mouth (Trusov et al., 2009), as well as in the number and variety of agents, including so-called influencers (Brown and Hayes, 2008). Based on this scenario, brands analyse, on the one hand, how to turn their own users into brand ambassadors (Weiss, 2014) and, on the other, how to reach them through their agents via influencer marketing strategies which, in turn, achieve virality (Rushkoff, 1994;Jurvetson and Draper, 1997;Berger and Milkman, 2012) for their messages.

Analisis Pemanfaatan Keberadaan Micro Influencer dalam Strategi Media Sosial Instagram sebagai Strategi Pendekatan ke Audiens di Era Digital

“…Berdasarkan hasil investigasi eksplorasi (Coll & Micó, 2019) yang dilakukan sesuai dengan metodologi Grounded Theory. Pengelompokan informasi yang diperoleh dari penjabaran studi kasus tiga digitally native brand (Wallapop, Westwing dan Fotocasa), menunjukkan bahwa tindakan influencer marketing merupakan bagian dari strategi komunikasi 360º.…”

Uso, aceptación y repercusión de las redes sociales y los influencers en el sector ecuestre

“…El mundo empresarial se ha percatado del potencial del uso de las redes hasta considerarlas un elemento imprescindible de promoción y comunicación del marketing, aunque, la mayor parte de las veces, las acciones en redes y con influencers se desarrollan de forma sinérgica con otras acciones de publicidad y relaciones públicas (Kimmel y Kitchen, 2014;Santamaría-de-la-Piedra y Meana, 2017;Navío Navarro, González-Díez y Puebla-Martínez, 2018;Coll y Micó-Sanz, 2019). De todos modos, si bien es cierto que un número significativo de profesionales del marketing apuestan por este tipo de campañas, la medición del ROI (retorno sobre la inversión) en las redes resulta complicado de calcular, dificultando así la medición del éxito en campañas de este tipo (Sánchez-Jiménez, 2018;Mejía-Llano, 2019).…”

The Impact Of Influencer Marketing On The Global Economy

“…Therefore, it is difficult for brands to plan their marketing budgets. The Association of National Advertisers (ANA) found that, while 75% of marketers currently use influencer marketing instruments, only 36% consider those activities effective and 19% actually admitted they are "ineffective" (Coll & Micó, 2019).…”