We are seeing a strong movement in Brazil: influencers taking leadership chairs in giants. Toguro as Head at Cimed and Victor Sarro at Philips. Are brands naive to deliver marketing to content creators?<\/p>\n\n\n\n
On the contrary: they finally understood the game.<\/strong><\/p>\n\n\n\n The ivory \u201ctore strategist\u201d is losing ground to those who have the stomach for the algorithm.There is a latent provocation here: marketing today needs less than traditional\u201c\u201dformation and much more skin in the game.<\/p>\n\n\n\n The \u201cDay Trading\u201d of Attention<\/strong><\/p>\n\n\n\n Gary Vaynerchuk explains this phenomenon well in his book, Day Trading Attention.He brings a reflection that is the punch in the stomach necessary for the current market:<\/p>\n\n\n\n \u201cThe cost of going wrong on social media is zero. The cost of not trying is invisibility.\u201d<\/em><\/p>\n\n\n\n Influencers have understood this before everyone else. They do not manage logistics or P&L spreadsheets, technology, machines and technical teams already solve this. They manage the scarcest and most volatile asset in the world: attention.<\/p>\n\n\n\n The 3% Rule<\/strong><\/p>\n\n\n\n It is estimated that only 3% of Toguro posts actually \u201chave the\u201d bubble. For a classic marketer, a 97% rate of non-viralizing posts would be cause for dismissal.For new marketing, this is real-time learning.<\/p>\n\n\n\n They go wrong too fast and cheaply to get right what no six-month market research could predict. The influencer understands where they went wrong, something that traditional marketing, stuck in approval rounds, has a hard time processing.<\/p>\n\n\n\n The role of technology<\/strong><\/p>\n\n\n\n The strategist did not die, it was only automated. Artificial Intelligence already does the heavy lifting of data analysis, segmentation and technical execution.<\/p>\n\n\n\n What's left?Agility and visceral connection.<\/strong><\/p>\n\n\n\n The influencer goes in to do what institutional marketing forgot how it does: generate real buzz. In the \u201cday trade\u201d of attention, who takes to post what the public wants to hear, has already lost money.<\/p>\n\n\n\n The game is now another. It is no longer about buying media; it is about being the media.<\/p>\n\n\n\n Marketing has not died, but it has never been so noisy. What about you?<\/p>\n\n\n\n Are you focused on the operation of the past or the attention of the now?<\/p>\n\n\n\n Review: Bruno Brambilla, CEO Biglink<\/p>","protected":false},"excerpt":{"rendered":" Estamos vendo um movimento forte no Brasil: influenciadores assumindo cadeiras de lideran\u00e7a em gigantes. Toguro como Head na Cimed e Victor Sarro na Philips. Ser\u00e1 que as marcas s\u00e3o ing\u00eanuas […]<\/p>\n","protected":false},"author":1,"featured_media":10146,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35,37],"tags":[47,43,48],"class_list":["post-94823","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artigos","category-tendencias","tag-artigos","tag-e-commerce","tag-tendencias"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en\/wp-json\/wp\/v2\/posts\/94823","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en\/wp-json\/wp\/v2\/comments?post=94823"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/en\/wp-json\/wp\/v2\/posts\/94823\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en\/wp-json\/wp\/v2\/media\/10146"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en\/wp-json\/wp\/v2\/media?parent=94823"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en\/wp-json\/wp\/v2\/categories?post=94823"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en\/wp-json\/wp\/v2\/tags?post=94823"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}