More than half of consumers consult written reviews or video formats through blogs and social networks to answer questions or clarify concerns prior to purchase, according to a study conducted by IAB Mexico together with Kantar, Meta and Waze.
This research revealed that the recommendations by influencers or specialized blogs are relevant among the youngest segment of consumers, 30% of those who said they consulted reviews on the Internet belonged to the group of 18 to 24 years old. For its part, information from Martech (Technology de Marketing), FLUVIP, points out that companies can make mistakes when choosing the influencers who advertise their brands, since the audiences of these content creators are increasingly specialized.
“Therein lies the difference between traditional marketing and digital marketing, which is totally measurable and optimisable, the importance of the influencer, is the data of their audiences, regardless of the type of content they do, that gives you greater certainty of choosing the right one”, commented Juliana Paulina Fagoaga, FLUVIP Spokesperson for Latin America.
According to Fagoaga, algorithms and machine learning make projections of the scope and cost of commitment to customers, using data from the audience of content creators, some metrics that are taken into account are: country, format, number of followers.
“When you hire influencers directly it is a very slow process, they send you the data, you do not have how to compare it with others, you see information that is not very precise, it is different from having all the data on a platform, from the proposal to the report,” said Juliana Vélez regional director of Advocates for FLUVIP.
Martech explains that the use of audience information is essential to understand consumers and achieve better organic results in advertising campaigns.
“Technology at the service of marketing is what allows advertisers to make better decisions and professionalize everything, from content to campaigns, because until now, decisions have taken into account the perception of the marketing manager,” he commented. Velez.