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eMarketer report: Retailers are incorporating marketing via influencers
Manuela Walfenzao| 5 de enero de 2016
eMarketer estudió la relación de los vendedores con los influencers
The new eMarketer report, Influencers in US retail: The YouTube Stars, Reviewers and Superfans Consumers Trust shows that, despite being late to the party, retailers are using contact with influencers to promote products. In the past, they use to rely on relations with brands to increase their positioning, but digital power and influencers marketing recognition has gained space in this sector. They are also using other digital tools such as reviews and consumer-generated content in order to create a greater impact on social media and increase sales. Companies like Target, Old Navy, Lord and Taylor, Aéropostale and Dicks Sporting Goods have paid these big stars to create content: music videos, Vines documenting the buildup to a store visit, Instagram posts with celebrities wearing the brand clothing, or tweets about the arrival of a new collection. Retailers are working with influencers who have less reach but greater relevance for a select group of shoppers. This celebrities intermediate group include those who often have thousands of followers, such as fashion and parenting bloggers, and gamers. Retailers as CVS, Food Lion, Pier 1 Imports, Ikea and Lane Bryant, all have tapped this group of influencers in campaigns.
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