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Programatico Lopez

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Influencer marketing is here to stay. In this article, we offer some thoughts to keep in mind.

In a context where ad revenues are threatened by the presence of ad blockers, brands are forced to find new ways to reach their audiences.

One alternative is to seek out influential people on social media to carry the advertisers’ message, in exchange for some kind of compensation for the influencer.

In so doing, the product appears “organically” integrated into the daily content created by the influencer to communicate with his or her followers on social media.

Up to this point, everything ties in seamlessly— on the one hand, brands can reach their audiences in an environment related to their values (through a legitimate voice that is respected by users), and on the other hand, influencers can profit from the hours they spend maintaining their relationship with their followers (which they would do anyway, just for the fun of it).

In other words, it’s as if the brands selected certain popular voices on social media and paid them to be themselves (who wouldn’t want to make money for being oneself?).

The dilemma arises when the brand “forces” this spontaneity, worrying more about plausibility than the credibility of the influencer selected to carry its message.

The Axe case

A similar scenario happened in Argentina recently. Axe, within the framework of the #VosTenesLoTuyo campaign, apparently created a supposed relationship between a homely boy and a popular “It” Girl (both of them well-known thanks to their participation in different highly-rated reality shows on open television).

The uproar on social media was such that both of them were forced to reveal the truth behind their alleged romantic encounters published on Instagram.

What is not clear is whether this confession was all part of the brand’s plan, or whether it was due to the influencers’ lack of experience (which means no one would have subsequently wanted to hire them as influencers if this “suicide confession” had not been part of the original plan).

For its part, the brand circulated a video in which it gave its version of events, although it is impossible to know if this was carried out as part of its strategy reveal, or whether it was a release of liability in response to breaching the confidentiality agreement of the influencers contracted to carry out this action.

Some thoughts

There are various questions that arise from this scenario. Should we underestimate the users’ intelligence by expecting them to not differentiate between paid and organic messages? Is there a disadvantage to hiring an influencer to convey a brand’s message, as long as the influencer agrees with the brand’s values and considering they would use the product in question anyway? Is it questionable for brands to openly reveal that they encountered some marketing action by influencers to reach their consumers in a novel way?

Users’ behavior makes Influencer Marketing one of the key strategies for 2017. However, before embarking on any action of this kind, it is important to keep possible repercussions in mind and be prepared to respond to any contingencies that arise.

 

 

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We recently published articles about the plans of key buy side executivesmedia honchos  and sports marketers for the year that just started.  Now here is what Portada is planning  for 2017 in order to meet the growing demand of our audience in traditional and new content areas. Below the exciting expansion we are planning with our valued partners.

1. What Portada’s 2017 Expansion Means for our Audience…

-Increased coverage of the digital marketing (r) evolution throughout the Americas and what it means for brand marketers. We hired additional reporters and analysts so that our audience gets the intelligence and insights it needs on the below topic areas:

Video Marketing (btw: check out our recently published 2017 Video Marketing Guide!)
– Adoption of Marketing Technologies from a brand marketers perspective.
Data MarketingProgrammatic Marketing (with the advice of  our character “Programatico Lopez”), and Influencer Marketing.
Retail MarketingTravel Marketing, E-Commerce and  Conversion
– More content on Innovation and Entrepreneurship on our Entrepreneurship and Innovation channel.
– Publication of additional premium research reports
– Interactive Databases of Marketers targeting the U.S. and Latin American consumers. (separate databases).
– Of course Portada will continue to be the destination of choice covering all news and insights impacting U.S. Hispanic and Latin American Marketing.

 

2. Launch of the Sports Marketing Platform

SoccerLaunch of Portada’s Sports Marketing Platform in mid-february, more defining content on what moves marketers to invest in the exciting sports space (with particular emphasis on soccer). The new sports marketing platform complements the  annual sports marketing guide as well as the Sports Forum in September. (Watch out for the announcement of our Sports Marketing Board with key brand marketers targeting the U.S. consumer through sports in 3 weeks!).

3. Benefit from Portada Events

Portada events provide inspiration, fresh thinking and practical focus on the topics that matter as well as enviable networking opportunities.   Attend our landmark events in Miami (PortadaLat), New York City (#Portada16  which includes the 11th Annual Hispanic Marketing and Media Conference and the Sports Marketing Forum, Mexico City and the U.S. West Coast.).

4. What our Growth Means for Our Advertising/Marketing Partners

  • Direct Contact with Brand Marketers. More Brand Marketers involvement than ever (watch out for announcement of our expanded editorial Board as well as the Sports Marketing Board to be announced in late-January!). One to one Interaction with major brands at our landmark annual events in Miami, New York City and Mexico City. Customized events and more…
  • Lead-Gen through White Papers and Webinars using the Portada platform to connect with an audited audience of more than 140,000 marketing and business professionals around the Americas.
  • Partnership with the ANA Association of National Advertisers for Special Multicultural Thought Leadership Supplement to be included in Portada’s Annual Print Issue (Pub Date. March 28,2017).
  • Expanded native marketing offering. Many marketers have partnered with us to integrate their messages in our editorial through partner messages (examples here and here). This provides an organic way for our partners to be part of Portada’s highly regarded content.
  • 360 approach: Major events, customized events, digital and print integrations.
  • Expansion of the Entrepreneurship and Innovation Vertical

 

To learn how Portada can help your brand reach its marketing objectives in 2017, please contact Business Development Director Bob Oliva bob@portada-online.com  or call him at (305) 546-15-15.

We just published articles about the plans of key brand, agency and media executives for the next year. We also want to let our audience and marketing partners know what Portada is planning  for 2017,  the second year of our investment and expansion phase initiated earlier this year with the launch of new websites and new hires.  To fine-tune our strategy we asked our readers and advertisers what they want to see more of. And below is what we are planning.

1. What Portada’s 2017 Expansion Means for our Audience…

-Increased coverage of the digital marketing (r) evolution throughout the Americas and what it means for brand marketers. We hired additional reporters and analysts so that our audience gets the intelligence and insights it needs on the below topic areas:

Video Marketing (btw: check out our recently published 2017 Video Marketing Guide!)
– Adoption of Marketing Technologies from a brand marketers perspective.
Data Marketing and Programmatic Marketing (with the advice of  our character “Programatico Lopez”).
Social/Influencer Marketing and Native/Branded Content.
Retail MarketingTravel Marketing, E-Commerce and  Conversion
– Publication of additional premium research reports early next year.
– Interactive Databases of Marketers targeting the U.S. and Latin American consumers. (separate databases).
– Of course Portada will continue to be the destination of choice covering all news and insights impacting Hispanic and Latin American Marketing.

More content on Innovation and Entrepreneurship on our Entrepreneurship and Innovation channel.

2. Launch of the Sports Marketing Platform

SoccerLaunch of Portada’s Sports Marketing Platform in mid-february, more defining content on what moves marketers to invest in the exciting sports space (with particular emphasis on soccer). The new sports marketing platform complements the  annual sports marketing guide as well as the Sports Forum in September. (Watch out for the announcement of our Sports Marketing Board in January).

3. Benefit from Portada Events

Portada events provide inspiration, fresh thinking and practical focus on the topics that matter as well as enviable networking opportunities.   Attend our landmark events in Miami (PortadaLat), New York City (#Portada16  which includes the 11th Annual Hispanic Marketing and Media Conference and the Sports Marketing Forum, Mexico City and the  U.S. West Coast.).

4. What our Growth Means for Our Advertising/Marketing Partners

  • Direct Contact with Brand Marketers. More Brand Marketers involvement than ever (watch out for announcement of our expanded editorial Board as well as the Sports Marketing Board to be announced in mid-January!). One to one Interaction with major brands at our landmark annual events in Miami, New York City and Mexico City. Customized events and more…
  • Lead-Gen through White Papers and Webinars using the Portada platform to connect with an audited audience of more than 140,000 marketing and business professionals around the Americas.
  • Partnership with the ANA Association of National Advertisers for Special Multicultural Thought Leadership Supplement to be included in Portada’s Annual Print Issue (Pub Date. March 28,2017).
  • Expanded native marketing offering. Many marketers have partnered with us to integrate their messages in our editorial through partner messages (examples here and here). This provides an organic way for our partners to be part of Portada’s highly regarded content.
  • 360 approach: Major Event, customized event, digital and print integrations.
  • Expansion of the Entrepreneurship and Innovation Vertical

 

To learn how Portada can help your brand reach its marketing objectives in 2017, please contact Business Development Director Bob Oliva bob@portada-online.com  or call him at (305) 546-15-15.

Today, as part of the relaunch of Portada’s digital properties, we are introducing Programático López, who on a weekly basis will provide our audience with his “two cents” and insights on developments in the marketing, media and tech industries. You will see that Programático can be in a good mood (like today), angry, anxious, tired and in thinking mode. On a weekly basis and depending on what is going on, he will have interesting things to say.
As an important personality in the marketing and media world, our Programatico character also will do branded content integrations. Of course, only if the product or service he endorses is right up to his alley!