Traditional advertising should put the batteries: this is the new influencers marketing

Marketing is going through a transformation with the rise of social networks, artificial intelligence and los influencers. What previously worked without a doubt as an advertisement on television or an advertising fence in the city, now loses strength against campaigns that circulate in Instagram, TikTok o YouTube.

Influencers and content creators are pushing traditional advertising to rethink their actions: It is time to renew or fall behind.

If you want your campaign to work and stay in the consumer’s head, bet on the personal and direct messages of the microinfluencers, which they currently have a more real impact on society.

The problem of traditional advertising against the new influencers marketing

From Markeingdirecto.com – MKD We share you A new episode of the podcast, where we explain why traditional advertising must take the reins of marketing. We also talk about how influencers are transforming the advertising landscape and what the sector should do to survive in an environment increasingly dominated by social networks, artificial intelligence and content creators.

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Social networks: the new “bosses” of the advertising sector

With this new scenario, where social networks lead, Many professionals in the sector agree that the time has come to act. Today, a well -designed campaign for networks can achieve more visibility and connection with the public than an expensive television ad.

Julia welldirector of Marketing at Pepsico for Northern Europe, thinks the same and explains: «We see that you can Achieve a great range very quickly through influencers on social networks if the right content is provided for organic distribution ». But it also emphasizes that it is not just about reaching many visualizations, but Share campaigns efficiently and leave their mark on the mind of the consumer.

Theresa Silbereisensenior marketing director in Lego for the Dach region, highlights the operation of the channel: “This channel is easier to plan and measure than many others because immediate feedback is obtained on the reception of the campaign.”

The power of social networks and influencers in marketing

What happens when you release a traditional way? Those responsible must wait a lot to see results. On the other hand, in social networks, The feedback is immediate and allows to adjust and optimize in real time.

Influencers have a huge weight because they know their community. This new model requires courage, but also offers rewards that classic methods can no longer guarantee. Marketing experts are understanding that adapting is the only way to survive.

The crisis of the “great idea”

For years, advertising revolved around «Great idea»: Bright, creative, abstract concepts. But many clients no longer trust that. Recent cases, such as rewarded campaigns in Cannes Lions that had no real impact and have aroused that distrust.

Gabriel MattarEuropean creative director of Innocean, explains: «Many festivals show only what an agency could do, not what it really achieves. Without real success, that philosophy is being empty.

The recent chaos in Shanghai Berlina renowned creative agency, is another sign that the traditional model is caught with tweezers. The new rules of the game are clear: Who cannot demonstrate real results, loses. Because the consumer no longer trusts.

A battle between their own ideas and the agility of artificial intelligence

It is evident: artificial intelligence can generate an ad in seconds. Therefore, agencies must be advanced to this technology or, better yet, Learn to cooperate with her, to capture its original creativity without losing relevance.

Influencers marketing is not going to disappear; On the contrary, it will go further. The ideal is to know how to work with these three axes: social networks, AI and content creators. It is not about overcoming them or rejecting them, but about understanding that collaborating with them can add visibility and that Remember the future facewhich in the end is the most important thing.

The concept of the “great idea” should not be buried, but it cannot be the only way. You have to advance, adapt and combine creativity with strategy to obtain better results.