{"id":44221,"date":"2019-10-31T15:53:38","date_gmt":"2019-10-31T14:53:38","guid":{"rendered":"https:\/\/blog.buzzoole.com\/?p=44221"},"modified":"2019-11-06T16:48:31","modified_gmt":"2019-11-06T15:48:31","slug":"ruolo-influencer-marketing-customer-journey","status":"publish","type":"post","link":"https:\/\/blog.buzzoole.com\/it\/influencer-marketing-brand\/ruolo-influencer-marketing-customer-journey\/","title":{"rendered":"Il ruolo dell\u2019Influencer Marketing nel Customer Journey"},"content":{"rendered":"\n<p>L\u2019indagine \u201cLa customer journey dell\u2019Influencer Marketing\u201d ha portato alla luce<a href=\"https:\/\/blog.buzzoole.com\/it\/influencer-marketing-brand\/le-fasi-dell-influencer-marketing\/\"> tre&nbsp;diversi stadi<\/a> del percorso evolutivo che caratterizza le aziende che si rapportano all\u2019Influencer Marketing: la fase adolescenziale, la maturit\u00e0 e la fase di maggiore sofisticazione. <\/p>\n\n\n\n<p>Questa scoperta ci ha portati ad individuare, per ogni stadio, tre diversi profili di acquirenti, attuali e potenziali, dei servizi di Influencer Marketing. Ci\u00f2 che caratterizza ogni fase \u00e8 il diverso grado di presenza del brand nel processo di progettazione delle attivit\u00e0 di <em>social influencing e il ruolo assunto all\u2019interno dei momenti pi\u00f9 critici.<\/em><\/p>\n\n\n\n<p>Un aspetto particolarmente rilevante emerso \u00e8 che il 45% degli intervistati attribuisce un ruolo specifico all&#8217;Influencer Marketing nell&#8217;ambito della propria strategia di comunicazione. Gli altri dicono di essere ancora scettici. Osservando meglio la tipologia dei rispondenti si nota che questi ultimi appartengono al cluster delle aziende \u201cgiovani\u201d, quelle che sono in una fase di test e che hanno deciso di demandare all\u2019agenzia partner la gestione delle campagne di IM. Insomma chi si avvicina cautamente e magari allocando budget esigui non riesce a cogliere appieno le potenzialit\u00e0 di questa leva di comunicazione.&nbsp;<\/p>\n\n\n\n<p>Non a caso gli altri, coloro che riconoscono una specifica importanza all\u2019Influencer Marketing, appartengono alle aziende pi\u00f9 evolute e con un maggior grado di digitalizzazione (che ricadono nei cluster mature e sophisticated).&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"536\" src=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2019\/10\/grafico-1024x536.png\" alt=\"funnel influencer marketing\" class=\"wp-image-44222\" srcset=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2019\/10\/grafico-1024x536.png 1024w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2019\/10\/grafico-300x157.png 300w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2019\/10\/grafico-768x402.png 768w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2019\/10\/grafico-640x335.png 640w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2019\/10\/grafico.png 1200w\" sizes=\"(max-width: 959px) 90vw, (max-width: 1279px) 63vw, 787px\" \/><\/figure>\n\n\n\n<p>La maggior parte, in particolare, dice di riconoscere all\u2019Influencer Marketing una incisivit\u00e0 soprattutto in due fasi del funnel di vendita, quelle di \u201caware\u201d e di \u201cappeal\u201d. In questo caso i creator vengono coinvolti perch\u00e9 contribuiscano ad allargare la notoriet\u00e0 del brand o del prodotto.&nbsp;<\/p>\n\n\n\n<p>Le aziende pi\u00f9 sofisticate, invece, dichiarano di utilizzare con successo questa leva di marketing anche nelle fasi di \u201cAsk\u201d e \u201cAct\u201d. In pratica usano gli influencer per mettere in luce specificit\u00e0 del prodotto, difficili da comunicare con altri mezzi, e per spingere i loro follower verso una decisione d\u2019acquisto.&nbsp;<\/p>\n\n\n\n<p>Per approfondire i differenti aspetti dell\u2019analisi puoi scaricare gratuitamente una copia del white paper \u201cLa customer journey dell\u2019Influencer Marketing\u201d.<\/p>\n\n\n\n<div class=\"wp-block-button aligncenter is-style-squared\"><a class=\"wp-block-button__link has-background\" href=\"https:\/\/buzzoole.com\/resources\/influencer-marketing-customer-journey\/it?utm_source=blog-buzzoole&amp;utm_medium=post&amp;utm_campaign=whitepaper-costumerjourney-ITA\" style=\"background-color:#9d27b4\">SCARICA<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019indagine \u201cLa customer journey dell\u2019Influencer Marketing\u201d ha portato alla luce tre&nbsp;diversi stadi del percorso evolutivo che caratterizza le aziende che si rapportano all\u2019Influencer Marketing: la fase adolescenziale, la maturit\u00e0 e la fase di maggiore sofisticazione. Questa scoperta ci ha portati ad individuare, per ogni stadio, tre diversi profili di acquirenti, attuali e potenziali, dei servizi &hellip; <\/p>\n<p><a href=\"https:\/\/blog.buzzoole.com\/it\/influencer-marketing-brand\/ruolo-influencer-marketing-customer-journey\/\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;Il ruolo dell\u2019Influencer Marketing nel Customer Journey&#8221;<\/span><\/a><\/p>\n","protected":false},"author":63,"featured_media":44224,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[907],"tags":[1048,993],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Il ruolo dell\u2019Influencer Marketing nel Customer Journey - Buzzoole<\/title>\n<meta name=\"description\" content=\"L&#039;Influencer Marketing ha un ruolo specifico che pu\u00f2 variare in base agli obiettivi perseguiti nel funnel della propria strategia di comunicazione.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.buzzoole.com\/it\/influencer-marketing-brand\/ruolo-influencer-marketing-customer-journey\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Il ruolo dell\u2019Influencer Marketing nel Customer Journey - Buzzoole\" \/>\n<meta property=\"og:description\" content=\"L&#039;Influencer Marketing ha un ruolo specifico che pu\u00f2 variare in base agli obiettivi perseguiti nel funnel della propria strategia di comunicazione.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.buzzoole.com\/it\/influencer-marketing-brand\/ruolo-influencer-marketing-customer-journey\/\" \/>\n<meta property=\"og:site_name\" content=\"Buzzoole\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Buzzoole\" \/>\n<meta property=\"article:published_time\" content=\"2019-10-31T14:53:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-11-06T15:48:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2019\/10\/il-ruolo-dell-Influencer-Marketing-nel-Customer-Journey.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"626\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Vincenzo Cosenza\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@buzzoole\" \/>\n<meta name=\"twitter:site\" content=\"@buzzoole\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blog.buzzoole.com\/it\/influencer-marketing-brand\/ruolo-influencer-marketing-customer-journey\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/blog.buzzoole.com\/it\/influencer-marketing-brand\/ruolo-influencer-marketing-customer-journey\/\"},\"author\":{\"name\":\"Vincenzo Cosenza\",\"@id\":\"https:\/\/blog.buzzoole.com\/it\/#\/schema\/person\/1067a1c1cd78faa6a3115e379da034bd\"},\"headline\":\"Il ruolo dell\u2019Influencer Marketing nel Customer Journey\",\"datePublished\":\"2019-10-31T14:53:38+00:00\",\"dateModified\":\"2019-11-06T15:48:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blog.buzzoole.com\/it\/influencer-marketing-brand\/ruolo-influencer-marketing-customer-journey\/\"},\"wordCount\":348,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/blog.buzzoole.com\/it\/#organization\"},\"image\":{\"@id\":\"https:\/\/blog.buzzoole.com\/it\/influencer-marketing-brand\/ruolo-influencer-marketing-customer-journey\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2019\/10\/il-ruolo-dell-Influencer-Marketing-nel-Customer-Journey.jpg\",\"keywords\":[\"strategia\",\"white paper\"],\"articleSection\":[\"Influencer Marketing per Brand\"],\"inLanguage\":\"it-IT\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/blog.buzzoole.com\/it\/influencer-marketing-brand\/ruolo-influencer-marketing-customer-journey\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.buzzoole.com\/it\/influencer-marketing-brand\/ruolo-influencer-marketing-customer-journey\/\",\"url\":\"https:\/\/blog.buzzoole.com\/it\/influencer-marketing-brand\/ruolo-influencer-marketing-customer-journey\/\",\"name\":\"Il ruolo dell\u2019Influencer Marketing nel Customer Journey - 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