In the dynamic world of communications and marketing, brands need to choose the best strategies to reach
\nand engage their audiences. There are two approaches that stand out: collaborations with digital influencers
\nand partnerships with the traditional press. Although there are significant differences between them, these
\ntwo strategies can complement each other to create a robust and effective communications campaign.<\/p>\n
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Digital influencers: authenticity and proximity<\/strong><\/p>\n Digital influencers<\/strong>, with their active presence on social media, can reach specific audiences who identify In the tourism and lifestyle sectors, the influence of content creators is particularly significant. According to The same study points out that among those who know a hotel chain, online tourism platform, travel agency <\/p>\n Traditional press: credibility and reach<\/strong><\/p>\n On the other hand, the traditional press holds a position of unquestioned credibility and authority<\/strong>. Articles <\/p>\n
\nwith their profile, thereby increasing the engagement generated directly with their followers. Authenticity<\/strong>
\nand proximity<\/strong> are some of the strengths of this approach. Brands that choose to work with influencers
\nbenefit from personalised content, often perceived as genuine recommendations, which can lead to greater<\/strong>
\nconsumer trust and loyalty<\/strong>, directly influencing purchase decisions.<\/p>\n
\nthe latest edition of the “Tourism and Social Media” study conducted by Marktest, the percentage of
\nrespondents who say they have searched for information about tourist destinations on social media reaches
\n73 per cent, while 69 per cent say they use these platforms to discover restaurants and bars.<\/p>\n
\nor travel influencer, 75 per cent admit that these sites have some kind of influence on the destinations they
\nultimately choose for their holidays, with 7 out of 10 following at least one travel\/tourism influencer and 55
\nper cent even guaranteeing that they have already booked accommodation based on information or
\nrecommendations found on social networks. In this respect, the study confirms that Instagram and Facebook
\nare the most influential networks when it comes to choosing holiday destinations.<\/p>\n
\nin newspapers, magazines and news websites carry a seriousness and rigour that is often difficult to
\nreplicate in social media. This comes with a seal of impartiality and disinterested opinion<\/strong> that is
\nincreasingly valuable to brands in a context where influencer marketing strategies are more prevalent and
\nwhere consumers’ digital literacy has reached a point where they can easily spot less genuine
\nendorsements. What’s more, a press release or news story can reach a wide and diverse audience,
\nincluding segments that may not be as present on social media.<\/p>\n