Rodríguez Bermúdez, DanielBenavides Babilonia, Paula AndreaVides Cuello, Iris Patricia2022-03-312022-03-312022-03-30https://repositorio.unicordoba.edu.co/handle/ucordoba/5124Including influencers in the digital marketing plan has been one of the most used tools by companies in recent years, due to the great positive impact that is generated thanks to the influencers and their ability and/or capacity to influence the purchase decision of the people who consume their content. This monograph has three chapters. In the first, there is a brief history, which through a summarized timeline is known a little about its evolution, starting with traditional marketing, followed by digital marketing, and lastly, influencer marketing. The second chapter is oriented to show the impact generated by this type of marketing, showing which are the most used social networks, what has been the evolution in terms of investment in this type of marketing, which are the countries with the most influencers, and the market value of influencer marketing Last but not least, chapter 3, shows how brands should implement this strategy in their digital marketing plan.RESUMEN..................................................................................................................................... 1ABSTRACT................................................................................................................................... 21. INTRODUCCIÓN................................................................................................................. 3CAPÍTULO I................................................................................................................................. 62. Historia................................................................................................................................. 62.1 Marketing .............................................................................................................................. 62.2 Marketing Digital .................................................................................................................. 82.3 Marketing De Influencias.................................................................................................... 10CAPÍTULO II ............................................................................................................................. 133. Análisis del Impacto de los Influencers............................................................................. 133.1 Redes Sociales Preferidas para Desarrollar Campañas de Marketing de Influencers......... 143.2 Influencers de Instagram en Países de América Latina....................................................... 153.3 Publicaciones de Influencers Patrocinadas por Marcas en Instagram................................. 163.4 Inversión en Marketing de Influencers................................................................................ 173.5 Valor de Mercado del Marketing de Influencers ................................................................ 18CAPÍTULO III............................................................................................................................ 214. Los Influencers Como Estrategia de Marketing Digital .................................................... 214.1 Desarrollo del Marketing de Influencia .............................................................................. 214.1.1 Identificar el Entorno de la Marca................................................................................ 224.1.2 Conocer las Actividades Diarias de los Clientes o Consumidores Objetivos .............. 224.1.3 Definición de Presupuesto ............................................................................................ 234.1.4 Definición de Objetivos y Metas para la Marca ........................................................... 244.1.5 Selección de Influencers............................................................................................... 244.2 Trabajo de las Marcas con los Influencers.......................................................................... 264.3 Marcas que Han Implementado el Marketing de Influencia ............................................... 27CONCLUSIONES....................................................................................................................... 29BIBLIOGRAFÍA......................................................................................................................... 32application/pdfspaCopyright Universidad de Córdoba, 2022Trabajo de grado - Pregradoinfo:eu-repo/semantics/openAccessAtribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)InfluencersMarketingRedes socialesEvoluciónInfluencersMarketingSocial networksEvolution