Use of Micro-Influencers as a Creative Strategy in the SMEs of Mexico

Use of Micro-Influencers as a Creative Strategy in the SMEs of Mexico

Jovanna Nathalie Cervantes-Guzmán (Centro Universitario de Ciencias Económico Administrativas, Universidad de Guadalajara, Mexico)
Copyright: © 2020 |Pages: 14
DOI: 10.4018/IJOM.2020070103
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Abstract

The purpose of this article is to expose the relevance of the use of micro-influencers as a creative strategy in the marketing used by SMEs in Mexico. The methodology employed was deductive, exploratory, descriptive, correlational, and documentary. The information presented from the research carried out on the millennials shows that the productive life of an SME would obtain a considerable increase working on its publicity as a creative strategy with a micro influencer.
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1. Introduction

In this new marketing scenario, the search for influencers and micro-influencers plays a key role in marketing focused on a consumer segment. It is seen as a fundamental driving force behind consumer behavior and the decision-making made by Millennials (Gambetti & Graffigna, 2010).

According to the expert on Big Data Carlos Páez, mentions that micro influencers are users who count between 1.000 and 100.000 followers, who rely on the influence advice, which gives the influencers a great ability to convince and fidelize customers by turning them into a revenue traffic. That is to say, the influencers with small number of followers serve at the same time of filter of audience and as a communication channel to a certain niche of market (Portella, 2018). Companies have recognized the value of hiring an influencer for their advertising campaign. It is why according to the sales and digital marketing consultant explained in Forbes magazine the benefits offered by micro-influencers, include: authenticity, passion, high impact and low cost or accessibility, both economic and its followers. The micro-influencers are a new way of acting positively by helping Mexican SMEs to lengthen their life and economic stability in the market. One of the biggest problems of Mexico is the short of life of a company SMEs (only 25% of the SMEs in Mexico survives the first two years of creation with an average life of 7.7 years). According to the newspaper the informant states that small and medium-sized SMEs companies founded or located in Jalisco, have an average life of eight years, which places the state in the seventh place in this area, above the national average of 7.8 years (INEGI, 2010).

Currently, the positioning of micro-influencers in advertising campaigns as part of the creative strategy of SMEs in Mexico would help their sales success due to their increase in consumer confidence towards the influencer 10.000 followers is equivalent to 82% confidence, the high commitment 8% that is acquired from the micro-influence towards the benefited company, and its under budget of 5.000 to 10.000 mexican pesos (Lee 2017).

1.1. Approach to the Problem

The general theme of this research is the use of micro-influencers as a creative strategy in marketing used by SMEs to increase their productive life.

According to the review of the literature, influencers have seized social networks and marketing strategies in companies, gaining confidence and consumers. Nowadays companies use influencers and celebrities for their advertising campaigns of promotion or positioning. As a consequence, this has shown that working with influencers is effective but due to the exploitation of the same. There has been a problem which generates a high cost due to the popularity acquired daily by an influencer (Barker, 2017).

Influencers marketing has now been considered one of more effective marketing methods with lower monetary costs. This influence marketing has undergone certain changes throughout its history, which is about hiring fewer celebrities and more people known as micro influencers, who are people with lower audience reach, but with a greater digital influence and trust (Portella, 2018).

Micro influencers are customers, employees, users of RRSS, anyone who has a reach between 500-10,000 people, who achieves a loyalty between 25% to 50% as well as relevance and high resonance with consumers (Breton, 2018). It is broadly composed of two main characteristics: few followers in social networks and a high impact of loyalty the micro influencers. It should also be noted that both Generation Z and the Millenials are strongly impacted by micro-influencers, 92% of Generation Z claims to follow them and 80% of Millenials (Breton, 2018).

At present there have been different studies of the influencers but very few related to the influencers being this our empty literature.

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