{"id":5801,"date":"2016-09-07T00:00:00","date_gmt":"2016-09-06T23:00:00","guid":{"rendered":"https:\/\/instrid.sk\/uncategorized\/influenceri-internetove-celebrity-a-ich-vplyv-na-marketing-znaciek\/"},"modified":"2016-09-07T00:00:00","modified_gmt":"2016-09-06T23:00:00","slug":"influenceri-internetove-celebrity-a-ich-vplyv-na-marketing-znaciek","status":"publish","type":"post","link":"https:\/\/instrid.sk\/en\/archiv\/influenceri-internetove-celebrity-a-ich-vplyv-na-marketing-znaciek\/","title":{"rendered":"Influencers. Internet celebrities and their impact on brand marketing."},"content":{"rendered":"<h3>Nov\u00e1 gener\u00e1cia celebr\u00edt je in\u00e1, ako t\u00e1 prech\u00e1dzaj\u00faca. Je dynamick\u00e1, prizn\u00e1va svoje nedostatky a stavia na nich d\u00f4veru svojich fan\u00fa\u0161ikov. Influenceri s\u00fa \u013eudia, ktor\u00ed maj\u00fa vplyv na verejnos\u0165 a dar\u00ed sa im pr\u00e1ve v\u010faka internetu. A agent\u00fary tento ich vplyv vedia vyu\u017ei\u0165, \u010d\u00edm sa men\u00ed cel\u00fd trh s reklamou.<\/h3>\n<h3><\/h3>\n<p>Internet zmenil v\u0161etko. Sl\u00e1vnym \u010dlovekom sa m\u00f4\u017ee sta\u0165 doslova ktoko\u013evek, nie iba ten vyvolen\u00fd kamar\u00e1t kamar\u00e1ta, ktor\u00fd m\u00e1 kamar\u00e1ta vo veden\u00ed niektorej z telev\u00edzi\u00ed. Popul\u00e1rnym sa m\u00f4\u017ee sta\u0165 aj ten, kto ani nem\u00e1 \u010do poveda\u0165, t\u00ed v\u0161ak zvy\u010dajne od\u017eij\u00fa svojich 15 min\u00fat sl\u00e1vy a r\u00fdchlo sa na nich zabudne. T\u00ed, ktor\u00ed sa o svoju fan\u00fa\u0161ikovsk\u00fa komunitu staraj\u00fa, pracuj\u00fa na svojich projektoch intenz\u00edvne a buduj\u00fa si meno, maj\u00fa \u0161ancu sta\u0165 sa nielen sl\u00e1vnymi a ob\u013e\u00faben\u00fdmi, ale aj akceptovan\u00fdmi ako reklamn\u00fd nosi\u010d. To je k\u013e\u00fa\u010dov\u00e9, preto\u017ee pr\u00e1ve tak m\u00f4\u017eu svoj spolo\u010densk\u00fd status premeni\u0165 na peniaze.<\/p>\n<p>Influencera nie je mo\u017en\u00e9 pova\u017eova\u0165 za synonymum celebrity. Za influencera pova\u017eujeme prakticky kohoko\u013evek, kto m\u00e1 ve\u013ek\u00fd po\u010det fan\u00fa\u0161ikov\/odberate\u013eov\/priate\u013eov a je zn\u00e1my aspo\u0148 v niektorej komunite, ale aj prin\u00e1\u0161a pridan\u00fa hodnotu. Za \u0148u m\u00f4\u017eeme pova\u017eova\u0165 osobit\u00fd pr\u00edstup k svojim priaznivcom, vyjadrovanie sa k aktu\u00e1lnym spolo\u010densk\u00fdm t\u00e9mam a v lep\u0161om pr\u00edpade aj otvoren\u00e9 komunikovanie s fan\u00fa\u0161ikmi. Zd\u00e1 sa, \u017ee najv\u00e4\u010d\u0161\u00edm rozdielom medzi celebritou a influencerom je v tom, \u017ee influencer ide s\u00e1m za svojimi fan\u00fa\u0161ikmi, zatia\u013e \u010do celebrita sa spolieha na m\u00e9di\u00e1 ako na z\u00e1stupcov fan\u00fa\u0161ikov.<\/p>\n<p>&nbsp;<\/p>\n<h3>Neuverite\u013en\u00e9 n\u00e1vratnosti invest\u00edci\u00ed<\/h3>\n<p>Zn\u00e1mi \u013eudia boli pre zna\u010dky v\u017edy atrakt\u00edvnym reklamn\u00fdm nosi\u010dom, preto\u017ee ich sledovali ve\u013ek\u00e9 mno\u017estv\u00e1 \u013eud\u00ed prostredn\u00edctvom nov\u00edn, \u010dasopisov a telev\u00edzie. Dnes sa tieto komunika\u010dn\u00e9 platformy roz\u0161\u00edrili o web a soci\u00e1lne siete, ktor\u00e9 s\u00fa spravovan\u00e9 priamo osobnos\u0165ami a poskytuj\u00fa okrem vopred napl\u00e1novanej formy aj faktor osobitosti, intimity a lep\u0161ieho poh\u013eadu do be\u017en\u00e9ho \u017eivota zn\u00e1mej tv\u00e1re. Dnes sa na spojenie celebr\u00edt s ich fan\u00fa\u0161ikov vyu\u017e\u00edva Twitter, Facebook, Instagram, Snapchat, YouTube a mno\u017estvo \u010fal\u0161\u00edch soci\u00e1lnych siet\u00ed, pri\u010dom pr\u00e1ve Instagram a YouTube s\u00fa asi najlep\u0161\u00edm priestorom pre komunik\u00e1ciu zna\u010diek s cie\u013eom monetiz\u00e1cie obsahu.<\/p>\n<p>Dobrou uk\u00e1\u017ekou toho, ako ve\u013ek\u00e9 agent\u00fary a zna\u010dky vedia investova\u0165 peniaze do reklamy pr\u00e1ve prostredn\u00edctvom influencerov, je Instagram. Zd\u00e1 sa, akoby ka\u017ed\u00fd druh\u00fd profil patril nejakej amat\u00e9rskej fitness \u0161portovkyni, ktor\u00e1 priebe\u017ene zverej\u0148uje fotografie svojho vyrysovan\u00e9ho brucha s krabi\u010dkou di\u00e9tneho \u010daju v z\u00e1bere. T\u00edto \u013eudia sa te\u0161ia pozornosti \u010dasto a\u017e mili\u00f3nov \u013eud\u00ed z cel\u00e9ho sveta a pre ka\u017ed\u00fa agent\u00faru s ve\u013ek\u00fdm klientom je to skvel\u00e1 pr\u00edle\u017eitos\u0165. Za relat\u00edvne mal\u00e9 peniaze dok\u00e1\u017eu spropagova\u0165 produkt alebo slu\u017ebu za \u00fa\u010dasti zn\u00e1mej tv\u00e1re, pri\u010dom tak\u00e9to promo je okam\u017eit\u00e9 &#8211; sta\u010d\u00ed odfoti\u0165 fotografiu a zverejni\u0165 ju na soci\u00e1lnej sieti.<\/p>\n<p>Pod\u013ea magaz\u00ednu Convince And Convert je ka\u017ed\u00fd jeden dol\u00e1r investovan\u00fd do kampane s influencerom zhodnoten\u00fd a\u017e 6,5-n\u00e1sobne, \u010do je neuverite\u013en\u00e9 \u010d\u00edslo. Z\u00e1rove\u0148 tvrd\u00ed, \u017ee marketing s influencermi je najr\u00fdchlej\u0161ie rast\u00facou komunika\u010dnou platformou, ktor\u00e1 navy\u0161e celkom ni\u010d\u00ed zau\u017e\u00edvan\u00e9 stereotypy v reklame. Opiera sa pritom o v\u00fdsledky prieskumov, ktor\u00fdch v\u00fdsledky hovoria v prospech tohto nov\u00e9ho typu marketingovej komunik\u00e1cie &#8211; vraj sa ove\u013ea lep\u0161ie penetruje cie\u013eov\u00e1 skupina a jej pr\u00edstup k reklame je pozit\u00edvnej\u0161\u00ed.<\/p>\n<p>V kone\u010dnom d\u00f4sledku sa v\u0161ak n\u00e1klady na reklamu ve\u013ek\u00fdch zna\u010diek navy\u0161uj\u00fa, preto\u017ee tie vidia pozit\u00edvny efekt. Je to tak\u00e1 win-win situ\u00e1cia, preto\u017ee z\u00edskava influencer ako reklamn\u00fd nosi\u010d a aj inzerent. Vraj 13 percent market\u00e9rov dokonca tvrd\u00ed, \u017ee ka\u017ed\u00fd investovan\u00fd dol\u00e1r sa im zhodnocuje a\u017e 20-n\u00e1sobne, \u010do znie skoro ako nonsens.<\/p>\n<p>&nbsp;<\/p>\n<h3>Influenceri na Slovensku<\/h3>\n<p>Aj na Slovensku m\u00e1me influencerov, ktor\u00ed za svoj \u00faspech a sl\u00e1vu v\u010fa\u010dia internetu &#8211; asi ka\u017ed\u00fd pozn\u00e1 Goga, Evelyn \u010di youtubera Expl0iteda. Je ich, samozrejme, ove\u013ea viac, t\u00ed z Twitteru napr\u00edklad p\u00f4sobia v oblasti m\u00e9di\u00ed a \u017eurnalistiky a sledova\u0165 ich profily znamen\u00e1 vyjadri\u0165 svoje presved\u010denia, \u010di u\u017e politick\u00e9, n\u00e1bo\u017eensk\u00e9 alebo profesion\u00e1lne.<\/p>\n<p>Nie je to tak d\u00e1vno, \u010do slovensk\u00fdmi vodami marketingu v\u00fdrazne zatriasla kampa\u0148 Tatra Banky a jej \u201cRytmusovej akad\u00e9mie\u201d, ktorej efektivita bola mimoriadne vysok\u00e1. Unicredit Bank v roku 2012 taktie\u017e s \u00faspechom vyu\u017eila vir\u00e1lne video \u201cSom \u010carovn\u00fd\u201d a jeho interpreta na podporu svojich produktov a dnes sa stret\u00e1vame s youtuberom Selassiem v spojen\u00ed so Slovenskou sporite\u013e\u0148ou.<\/p>\n<p>Vide\u00e1 uveden\u00fdch kampan\u00ed si m\u00f4\u017eete pozrie\u0165 ni\u017e\u0161ie:<\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/ePeOB21LACM\" width=\"700\" height=\"394\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/iuwQQ1T5wrY\" width=\"700\" height=\"394\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/Q4ED43JbuU8\" width=\"700\" height=\"394\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>S vyu\u017eit\u00edm zn\u00e1mych tv\u00e1r\u00ed sa ned\u00e1vno spropagovala aj autopo\u017ei\u010dov\u0148a AVIS, ktor\u00e1 do svojich internetov\u00fdch klipov pozvala tane\u010dn\u00fa skupinu The Pastels. Klip s n\u00e1zvom Modern Dancing videlo u\u017e viac 105-tis\u00edc \u013eud\u00ed na Facebooku a dal\u0161\u00edch 40-tis\u00edc \u013eud\u00ed na YouTube.<\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/bHg5JruOT0M\" width=\"700\" height=\"394\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h3>Oplat\u00ed sa investova\u0165 do osobnost\u00ed<\/h3>\n<p>To, \u010do plat\u00ed pre vedenie ka\u017edej firmy, plat\u00ed aj pre marketing. Ak chcete, aby nie\u010do prosperovalo a bolo efekt\u00edvne, je ide\u00e1lne zapoji\u0165 do procesu kvalitn\u00fdch \u013eud\u00ed. Vo firme s\u00fa to mana\u017e\u00e9ri s proakt\u00edvnym pr\u00edstupom a prirodzen\u00fdm vn\u00fatorn\u00fdm drajvom, v reklame s\u00fa to zn\u00e1mi \u013eudia s mno\u017estvom fan\u00fa\u0161ikov.<\/p>\n<p>Influenceri u n\u00e1s nie s\u00fa o ni\u010d hor\u0161\u00ed, ako t\u00ed americk\u00ed \u010di britsk\u00ed, av\u0161ak st\u00e1le s\u00fa lacnej\u0161\u00ed a dostupnej\u0161\u00ed. Je to ve\u013ek\u00e1 pr\u00edle\u017eitos\u0165 aj pre stredne ve\u013ek\u00e9 zna\u010dky, aby svoj marketing obohatili o tak\u00e9 formy komunik\u00e1cie, ktor\u00e9 s\u00fa vo svete trendov\u00e9 a ktor\u00e9 vykazuj\u00fa najlep\u0161ie v\u00fdsledky n\u00e1vratnosti. Treba si v\u0161ak d\u00e1va\u0165 pozor na to, aby aj propagovan\u00e1 slu\u017eba alebo produkt boli prvotriedne, preto\u017ee n\u00e1siln\u00e9 sp\u00e1janie osobnosti s nekvalitn\u00fdm produktom bude sk\u00f4r kontraprodukt\u00edvne, v krajnom pr\u00edpade dokonca bude hrozi\u0165 strata popularity tejto osobnosti.<\/p>\n<p>&nbsp;<\/p>\n<p><em>Zdroje: convinceandconvert.com, sme.sk <\/em><\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Nov\u00e1 gener\u00e1cia celebr\u00edt je in\u00e1, ako t\u00e1 prech\u00e1dzaj\u00faca. Je dynamick\u00e1, prizn\u00e1va svoje nedostatky a stavia na nich d\u00f4veru svojich fan\u00fa\u0161ikov. Influenceri s\u00fa \u013eudia, ktor\u00ed maj\u00fa<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51],"tags":[],"class_list":["post-5801","post","type-post","status-publish","format-standard","hentry","category-archiv","two-columns"],"_links":{"self":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/posts\/5801","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/comments?post=5801"}],"version-history":[{"count":0,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/posts\/5801\/revisions"}],"wp:attachment":[{"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/media?parent=5801"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/categories?post=5801"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/instrid.sk\/en\/wp-json\/wp\/v2\/tags?post=5801"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}