The Evolution of the Marketing Operations Specialist Role

 In this study, some aspects of influencer marketing are studied to analyse how the recently emerged upgrade of the already existing advisor, the influencer, interacts with its followers and with the brands that trust on their ability to share products, recommending their loyal followers to purchase them. First, the evolution of the relation between the three main agents influencer, followers and brand  which is the main hypothesis  is studied through in

depth interviews performed to both influencers and brands, the results of which give us reasons to believe that the relationship has evolved towards a much more formal, legally based, measurable in terms of outcome and at the same time, much more flexible agreement by which the collaborating brand gives them both the possibility of shaping the content exposed in their profiles and the chance to negotiate remuneration. Further, the 

behaviour of followers is analysed by means of two different methods: first, by doing an analysis of their reaction in terms of number of likes, follows and comments to promoted posts from both micro and macro influencers from the following fields fashion, beauty, entertainment, travel, fitness, lifestyle, and cinema. Second, through a-Question survey conducted to extract conclusions about followers’ reaction to advertising posts and its effect 

On purchase intent how credibility 

of the content shown by micro and macro influencers differs when making a distinction between them, and their knowledge of the legal obligation of influencers to admit the promotional nature of their posts, among other questions. Finally, a detailed conclusion of the hypotheses and research goals brought us to reject or accept them, giving certain exceptions, and making some recommendations for further research on this every day more powerful 

branch of marketingEn este proyecto se estudian algunos aspectos del marketing de influencia para analizar cómo la actualización recién surgida del asesor ya existente, el influencer, interactúa con sus seguidores y con las marcas que confían en su capacidad para compartir productos, recomendando a sus fieles seguidores que los compren. En primer lugar, se estudia la evolución de la relación entre los tres agentes principales (i.e.: influencer, 

seguidores y empresa) a través de entrevistas en profundidad realizadas tanto a influencers como a marcas, cuyos resultados nos dan razones para creer que la relación ha evolucionado hacia una acuerdo mucho más formal, basado en la ley, mensurable, y a la vez, mucho más flexible por el cual la marca colaboradora da a los influencers la posibilidad, por un lado, de modelar el contenido expuesto en sus perfiles y por otro, de negociar la 

El comportamiento de los seguidores

se analiza por medio de dos métodos: primero, haciendo un análisis de su reacción en términos de número de “me gusta”, seguidores y comentarios en publicaciones promocionadas de micro y macro influencers de los siguientes campos: moda, belleza, entretenimiento, viajes, fitness, estilo de vida y cine. En segundo lugar, a través de una encuesta de 19 preguntas realizada para extraer conclusiones sobre la reacción de los 

seguidores a contenido publicitario y su efecto en la intención de compra; cómo difiere la credibilidad del contenido mostrado por micro y macro influencers al distinguirlos, y su conocimiento de la obligación legal de los influencers de admitir el carácter promocional de sus publicaciones, entre otras cuestiones. Finalmente, una conclusión detallada sobre las hipótesis y los objetivos de investigación nos llevó a rechazarlos o aceptarlos, dando ciertas 

excepciones y haciendo algunas recomendaciones para seguir investigando sobre esta rama del marketing cada día más poderosa.We have all heard about digital marketing at some time and its infallible effectiveness when it comes to promoting a brand and achieving an extraordinary volume of sales. For several decades, the image of actors and actresses, models, athletes, and people with image value have been used to attract the attention of the 

Consumer and achieve the

necessary awareness to reach a number of proposed sales. The main aim of this project is to test the main hypothesis that the relationship between the influencer and the company has evolved in the last ten years into a more objective and measurable agreement based on a formal and legally based contract and a detailed valuation of results, making the expectations of the companies to be more demanding in terms of outcome. The rising flexibility offered by 

brands to influencers when exposing the promotional message and when negotiating remuneration clauses of the contract is also part of the main hypothesis to be tested. In order to test the four aspects that describe the main hypothesis (i.e  formal, legal, measurable and flexible), the paper adopted the following approach A qualitative approach based on in depth interviews to two of the three main players in influencer marketing: influencers and 

companies. - A quantitative approach in which the profiles of 28 influencers is analysed in an observational study in order to extract an idea of the two-sided interaction between both agents, serving as a base to construct the questions of the interviews that take part of the qualitative approach. Insights from this study are extracted by looking at followers’ reaction with regard to number of likes, comments and followers that each influencer obtains, 

Conclusion

depending on their profile characteristics. This observational study helped determining the most relevant demographics, psychographics, and characteristics of each influencer but at the same time, to obtain a more global vision of the “influencer world” by looking at the common features among all of them. With the objective of carrying out a more thorough and less extensive study, in the project, the scope was reduced to the following range: First, 

among all the possible variants within this marketing modality, it has been decided to analyse the evolution of the relationship between the three main agents: the company, the content creator or influencer and the follower. Second, within the range of influencers studied both in the observational study and in the interviews, they have been classified into two modalities: on the one hand, according to their field of specialization, i.e.: fashion, beauty, entertainment, 

travel, fitness, lifestyle, ancinema. On the other hand, according to the number of followers they have on the social network Instagram, just for statistical simplicity, splitting only in two categories: micro influencers (less than 100,000 followers) and macro influencers (100,000 or more). The performance of this part of the research is based on Instagram, leaving other social networks such as Facebook or Twitter aside to obtain more exhaustive results, since 

each has its own algorithm, and this causes the interaction between players to be different depending on the social network. The main reason for choosing Instagram is a combination of two factors: first, because it is the second most recently grown network with a growth rate in Spain of 25% in 2021, with respect to 2019 (TikTok has a rate of 38% between these two years). Second, since TikTok has a very specific target (very young users), Instagram

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