MERCADEO Versión en español
Francisco Cárdenas de Richards/Lerma: Reach and quality matter when it comes to influencers
Maye Albornoz| 6 de agosto de 2015
Although they are a relatively new phenomenon, more and more brands are using social network influencers in their digital communication plans to broaden the reach of their messages. For Francisco Cárdenas, Digital Strategy director of Richards/Lerma, social networks have redistributed power so these influencers can stand out. An economy of thinkers has been created. Those that give value stand out, while those that dont are punished by being ignored. Here the size of the community matters, but also does quality. According to Cárdenas, influencers are attractive for brands when the relationship they build within their communities is genuine. Advertisers must have this in mind and use their common sense, however it means taking a previous step: Leave behind the marketing egocentric world – brand centric- and build a brand strategy, aimed to solve real problems of consumers – consumer centric-. There has been an evolution in brands using influencers, Cárdenas explained, and Influencer Networks have become an option: They recruit and segment these digital celebrities and market them. Among them: Hispanicize, Colectiva Latina and MiTú, but the real pioneer is YouTube” he explained. Cárdenas is not concerned about saturation. In the past, brands follow consumers, now consumers follow brands if they want to. I dont believe that the extreme biking fanatic feels that Red Bull and GoPro are producing too many videos.
