The purpose of this chapter 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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Statement of 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).
Justification
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.