{"id":38062,"date":"2025-04-29T09:47:35","date_gmt":"2025-04-29T07:47:35","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=233958"},"modified":"2025-07-03T08:12:36","modified_gmt":"2025-07-03T06:12:36","slug":"trendsetter-oder-uebersaettigter-hype-influencer-fatigue-fordert-das-marketing","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2025-04-29\/trendsetter-oder-uebersaettigter-hype-influencer-fatigue-fordert-das-marketing\/","title":{"rendered":"Trendsetter o hype eccessivo? La stanchezza degli influencer sfida il marketing"},"content":{"rendered":"
\"\"<\/a>\r\n
(Grafica: Marketagent Svizzera\/\u00d6MG\/PRVA)<\/figcaption>\r\n<\/figure>\r\n

L'Influencer marketing \u00e8 a un punto di svolta: mentre gli addetti ai lavori pi\u00f9 giovani e le grandi aziende continuano a vederne il potenziale, l'appeal generale di questa forma di pubblicit\u00e0 \u00e8 in calo. Lo dimostra un recente studio condotto da Marketagent in collaborazione con l'Austrian Marketing Association (\u00d6MG) e la Public Relations Association Austria (PRVA), in cui sono stati intervistati 600 esperti di marketing e comunicazione provenienti da Svizzera e Austria.<\/p>\r\n

Ne abbiamo abbastanza dei creatori di contenuti?<\/strong><\/h3>\r\n

Nella classifica dell'attrattivit\u00e0 delle forme digitali di pubblicit\u00e0, l'influencer marketing \u00e8 all'ultimo posto: in Svizzera, solo 37% dei professionisti della pubblicit\u00e0 lo trovano attraente, in Austria 41%. I professionisti della comunicazione pi\u00f9 anziani sono particolarmente critici: solo 26% degli esperti di et\u00e0 superiore ai 50 anni trovano ancora attraente questa forma di pubblicit\u00e0 (sotto i 30 anni: 70%). Anche l'Influencer marketing \u00e8 considerato positivamente solo da 2 intervistati svizzeri su 10.<\/p>\r\n

\"\"<\/a><\/p>\r\n

Tuttavia, circa 4 addetti ai lavori su 10 (39%) si aspettano che l'influencer marketing diventi sempre pi\u00f9 importante nei prossimi anni - paradossalmente, soprattutto in un ambiente che mostra sempre pi\u00f9 segni di \"stanchezza da influencer\".<\/p>\r\n

\"Quasi nessun altro argomento \u00e8 attualmente discusso in modo cos\u00ec controverso come l'influencer marketing\", spiega Thomas Schwabl, fondatore di Marketagent Svizzera. \"Mentre grandi aziende come Unilever vogliono incrementare in modo massiccio il loro utilizzo, sentiamo sempre pi\u00f9 spesso parlare di stanchezza da influencer e di importanza in calo. E i risultati del nostro studio sono altrettanto dualistici: Se da un lato l'influencer marketing \u00e8 considerato il meno attraente di tutti i formati pubblicitari digitali, dall'altro pi\u00f9 della met\u00e0 degli esperti di comunicazione intervistati ritiene che in futuro diventer\u00e0 pi\u00f9 importante.\"<\/p>\r\n

Creatore di contenuti in fase di transizione: atteggiamento al posto della patina<\/strong><\/h3>\r\n

Le maggiori sfide legate all'influencer marketing sono la sovrasaturazione dei consumatori (49%), la perdita di autenticit\u00e0 (48%) e i problemi legati ai fake follower e ai bot (48%). Circa due terzi degli intervistati stanno notando i primi segni di stanchezza, con 24% che parlano gi\u00e0 di stanchezza molto pronunciata. Nella selezione dei creatori di contenuti, l'autenticit\u00e0 (87%), la qualit\u00e0 dei contenuti (86%) e la rilevanza tematica (82%) dovrebbero quindi essere al centro dell'attenzione. I professionisti del marketing considerano la reach di secondaria importanza. Al contrario: i micro-influencer in particolare (10.000-100.000 follower) sono considerati l'opzione pi\u00f9 efficace secondo 32% degli intervistati.<\/p>\r\n

\"\"<\/a><\/p>\r\n

\"In un mondo digitale sempre pi\u00f9 saturo, non \u00e8 la dimensione della portata a determinare il successo, ma la credibilit\u00e0 del messaggio\", afferma Roland Zeindler, Managing Director di Marketagent Svizzera. \"I contenuti autentici e pertinenti sono oggi pi\u00f9 importanti che mai - e sono in particolare i micro-influencer che i professionisti del marketing e della comunicazione ritengono abbiano il maggiore potenziale in questo senso\".<\/p>\r\n

\"\"<\/a><\/p>\r\n

Nonostante le critiche, molti addetti ai lavori apprezzano i vantaggi dell'influencer marketing: rivolgersi a gruppi target specifici (39%), raggiungere (38%) e stabilire tendenze (31%) sono citati come punti di forza fondamentali. L'uso degli influencer sembra essere pi\u00f9 adatto per rivolgersi a nuovi gruppi target (42%), aumentare la consapevolezza (40%) e promuovere gli acquisti d'impulso (39%).<\/p>\r\n

\"\"<\/a><\/p>\r\n

\"\"<\/a> \"\"<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Secondo un recente studio di Marketagent, condotto in collaborazione con l'Associazione austriaca di marketing e la PRVA con 600 professionisti della comunicazione di Svizzera e Austria, l'influencer marketing \u00e8 la forma meno attraente di pubblicit\u00e0 digitale - allo stesso tempo, molti ritengono che stia diventando sempre pi\u00f9 importante.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Influencer Fatigue","_yoast_wpseo_metadesc":"Laut einer aktuellen Marketagent-Studie ist Influencer-Marketing die unattraktivste digitale Werbeform. 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