{"id":50,"date":"2018-03-12T11:58:53","date_gmt":"2018-03-12T10:58:53","guid":{"rendered":"http:\/\/corradomanenti.it\/?p=50"},"modified":"2024-09-03T10:11:39","modified_gmt":"2024-09-03T10:11:39","slug":"el-uso-de-personas-influyentes-puede-influir-negativamente-en-la-percepcion-de-la-marca","status":"publish","type":"post","link":"https:\/\/www.corradomanenti.it\/es\/luso-di-influencer-puo-influenzare-negativamente-la-percezione-del-brand\/","title":{"rendered":"\u00bfPuede el uso de influencers influir negativamente en la percepci\u00f3n de la marca?"},"content":{"rendered":"<pre class=\"wp-block-preformatted\">Gianluca Vacchi para F**K Project y Vittorio Sgarbi para Sartoria Tramarossa\n<\/pre>\n\n\n\n<!--more-->\n\n\n\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/ZA4HR692WOY\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n\n\n\n<p>Un reciente estudio brit\u00e1nico ha demostrado que el marketing de influencers afecta negativamente a la percepci\u00f3n de las marcas.<\/p>\n\n\n\n<p>Nada menos que 44% de los encuestados expresaron opiniones muy dispares sobre c\u00f3mo se relacionan la marca y el infuencer y c\u00f3mo puede incluso perjudicar a la percepci\u00f3n de la empresa y el producto final.<\/p>\n\n\n\n<p>Tratar con los llamados \"influencers\" o \"celebrities\" puede crear innumerables inconvenientes. Y en los \u00faltimos meses han surgido algunos casos bastante atroces.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p>Al fin y al cabo, estamos hablando de personas encargadas de mostrar la esencia de nuestra marca en su estilo de vida.<\/p>\n\n\n\n<p>Los beneficios emocionales de comprar nuestros productos.<\/p>\n\n\n\n<p>Nos hacen ver el lado emocional, crean el \"sue\u00f1o\" en torno a nuestro producto.<\/p>\n\n\n\n<p>Como suelo decir con mi lema, tienes que ser \"aspiracional\", de lo contrario la gente no te comprar\u00e1.<\/p>\n\n\n\n<p>Pero, al fin y al cabo, incluso las personas influyentes son seres humanos con todos sus puntos fuertes y d\u00e9biles.<\/p>\n\n\n\n<p>\u00bfTe acuerdas de Gianluca Vacchi? \u00bfQui\u00e9n? \u00a1Probablemente no, \u00e9se es el problema!<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQEzqPSNA6bMAA\/article-inline_image-shrink_1500_2232\/0?e=2120054400&amp;v=alpha&amp;t=M_onNXsBvcSqWz3I0OYH2r_n1cGS4wJZ3ZrUlr3WNyw\" alt=\"0?e=2120054400&amp;v=alpha&amp;t=M OnNXsBvcSqWz3I0OYH2r N1cGS4wJZ3ZrUlr3WNyw\" title=\"\u00bfPuede el uso de influencers influir negativamente en la percepci\u00f3n de la marca?\"><\/figure>\n\n\n\n<div class=\"slate-resizable-image-embed slate-image-embed__resize-middle\"><\/div>\n\n\n\n<p>El tema en cuesti\u00f3n del verano pasado era un testimonio para EFFE K, una conocida y siempre provocativa marca de trajes de ba\u00f1o.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQH21Jsc4To9uw\/article-inline_image-shrink_1000_1488\/0?e=2120054400&amp;v=alpha&amp;t=tb64Do5tOyAbKTxrZf0sgsOxzBzhgK48-kQLw2jAdlA\" alt=\"0?e=2120054400&amp;v=alpha&amp;t=tb64Do5tOyAbKTxrZf0sgsOxzBzhgK48 KQLw2jAdlA\" title=\"\u00bfPuede el uso de influencers influir negativamente en la percepci\u00f3n de la marca?\"><\/figure>\n\n\n\n<div class=\"slate-resizable-image-embed\"><\/div>\n\n\n\n<p>Por supuesto, provocar y generar pol\u00e9mica siempre ha sido un arma para generar atenci\u00f3n hacia la propia marca y conseguir que la gente hable de ella, pero es un arma de doble filo. No hay m\u00e1s que pensar en el gran esc\u00e1ndalo en el que se vio envuelto unos meses despu\u00e9s.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Un problema bien conocido de la publicidad de imagen contempor\u00e1nea es el deseo de hacerse \"viral\" y \"que se hable de ella\" a toda costa. Se trata de explotar reflexivamente un conjunto (heterog\u00e9neo y mal perfilado) de seguidores famosos para hacer frente a las carencias evidentes de las estrategias de marketing. Uno se olvida entonces de lo b\u00e1sico:&nbsp;<strong>Cualquier forma de publicidad debe transmitir necesariamente un mensaje que refuerce el posicionamiento de la marca<\/strong>al igual que el uso de un testimonio o de una persona influyente debe utilizarse con precauci\u00f3n y, sobre todo, con coherencia.<\/p>\n<\/blockquote>\n\n\n\n<p>\u00a1Y hay que reconocerlo! Sgarbi con unos vaqueros que no hab\u00edamos visto nunca \ud83d\ude09 .<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>https:\/\/www.youtube.com\/watch?v=FNI9-nErbJA&amp;t=3s<\/li>\n\n\n\n<li>https:\/\/www.prweek.com\/article\/1457215\/influencer-marketing-damages-publics-perception-brands-survey-finds#E2GRueljDCzrLt38.99<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>Gianluca Vacchi para F**K Project y Vittorio Sgarbi para Sartoria 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negativamente la percezione dei brand.\n\nBen 44% degli intervistati ha infatti espresso pareri molto contrastanti sulle modalit\u00e0 con cui il brand e gli infuencer si relazionano e come addirittura possa essere dannoso per la percezione della societ\u00e0 e del\u00a0prodotto finale.\n\nAvere a che fare con un\u00a0cosiddetto\u00a0influencer o Celebrities pu\u00f2 creare innumerevoli inconvenienti. E in questi\u00a0mesi sono emersi casi\u00a0piuttosto\u00a0ecclatanti.\n\n<!--more-->\n\nDopotutto stiamo parlando di persone che sono incaricate di mostrare nel loro stile di vita l\u2019essenza del nostro brand.\n\nI benefici\u00a0emotivi che derivano dall\u2019acquisto dei nostri prodotti.\n\nCi fanno vedere il lato emozionale, creano il\u00a0\u201csogno\u201dattorno al nostro prodotto.\n\nCome dico spesso con il mio motto devi essere\u00a0\u201caspirazionale\u201d altrimenti la gente non ti comprer\u00e0.\n\nMa dopotutto anche gli influencer restano pure sempre esseri umani con tuti i loro pregi e difetti.\n\nVe lo ricordate Gianluca Vacchi? Chi?Probabilmente no, \u00e8 questo il problema!\n<div class=\"slate-resizable-image-embed slate-image-embed__resize-middle\"><img src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQEzqPSNA6bMAA\/article-inline_image-shrink_1500_2232\/0?e=2120054400&amp;v=alpha&amp;t=M_onNXsBvcSqWz3I0OYH2r_n1cGS4wJZ3ZrUlr3WNyw\" data-media-urn=\"urn:li:digitalmediaAsset:C5612AQEzqPSNA6bMAA\" data-li-src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQEzqPSNA6bMAA\/article-inline_image-shrink_1500_2232\/0?e=2120054400&amp;v=alpha&amp;t=M_onNXsBvcSqWz3I0OYH2r_n1cGS4wJZ3ZrUlr3WNyw\" \/><\/div>\nIl soggetto in questione la scorsa estate \u00e8 stato\u00a0testimonial di EFFE K noto marchio di costumi da sempre provocatorio.\n<div class=\"slate-resizable-image-embed\"><img src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQH21Jsc4To9uw\/article-inline_image-shrink_1000_1488\/0?e=2120054400&amp;v=alpha&amp;t=tb64Do5tOyAbKTxrZf0sgsOxzBzhgK48-kQLw2jAdlA\" data-media-urn=\"urn:li:digitalmediaAsset:C5612AQH21Jsc4To9uw\" data-li-src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQH21Jsc4To9uw\/article-inline_image-shrink_1000_1488\/0?e=2120054400&amp;v=alpha&amp;t=tb64Do5tOyAbKTxrZf0sgsOxzBzhgK48-kQLw2jAdlA\" \/><\/div>\nCerto provocare e generare controversie sono da sempre un arma per generare attenzione sul proprio marchio e far parlare di se, un arma per\u00f2 a doppio taglio. Basti pensare al grande scandalo che pochi mesi dopo lo coinvolse.\n<blockquote>Problema ben noto della pubblicit\u00e0 d'immagine contemporanea \u00e8 il voler diventare a tutti i costi \"virale\" e \"che se ne parli\" , sfruttare di riflesso un bacino (eterogeneo e mal profilato) di follower di personaggi famosi per fronteggiare evidenti lacune nelle strategie di marketing.\u00a0Ci si dimentica poi delle basi:\u00a0<strong>Qualsiasi forma di advertising deve necessariamente veicolare un messaggio che rafforzi il posizionamento del brand<\/strong>, cos\u00ec come l'uso di un testimonial o influencer deve essere usato con cautela e sopratutto con coerenza.<\/blockquote>\nE diciamocelo! 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