Follow, like, buy
the "secret" formula for digital influence.
Keywords:
Marketing, Online Social Networking-Influence, Digital communications-Scientific research, Internet-Commerce-Latin America-ResearchAbstract
The accelerated growth of e-commerce and internet access in Latin America has, among other things, created ample business opportunities for organizations dedicated to online advertising (agencies, media, creatives, among others). However, another type of digital marketing also found an opening: Influencer Marketing, where people or organizations with a wide base of followers on social media promote products or services to their audience. The main objective of this research is to know if, in fact, digital influence exists and, if so, how it is achieved, replicated and optimized. This research is based on the principles of influence as proposed by Robert Cialdini and includes the points of view of digital marketing professionals, influencers, advertisers and psychologists. After the investigative process, an experiment was run in collaboration with Alértux, an influencer organization focusing on citizenship issues with more than half a million people in their community. The experiment was designed to compare and contrast the effectiveness of digital influence against that of traditional digital ads. Finally, all the learnings were systematized and, with insights of CapaUno consulting team, a model was built to chart the process of digital influence and how to replicate it.
ECMH ABIERTA_II_N15-2021-30-45.
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