During the conference, which brought together experts, brands and influencers, issues regarding new strategies, technologies and the main trends taking place in this ever-expanding market were addressed.
The conference on Influencer Marketing 2023, with the alternating conduction of Alberto Vivaldelli and Elisabetta Corazza, offered space for the testimonies of important industry players and the presentation of some significant company case histories, such as those of Universal, Fastweb, L'Oréal and Pirelli.
During this edition it emerged how investments in Influencer Marketing continue to grow: this year they will touch 323 million euros, marking a +10% increase over 2022. Compared to last year, the percentage of companies using this communication lever is also growing, rising from 81% to 90%. Creators are increasingly being equated with real media, as evidenced by the fact that for 56 percent of the companies surveyed, spending on influencer marketing is part of the media budget.
The UPA, however, has stressed the need for clearer regulation for this industry to avoid unfair practices such as surreptitious advertising or promotion of products and services that are not in line with ethical standards. In addition, as we have already outlined in this article, it is important to establish a solid collaboration between influencers and brands, ensuring mutual benefits and necessary transparency in the world of influencer marketing.
In addition, some innovative topics were also addressed during the event, such as the phenomenon of virtual influencers and brand avatars. Monica Fabris, scientific director of CSA Research, guided participants to discover the communication territories of influencers. Walter Quattrociocchi, Professor of Computer Science and director of the Center for Data Science and Complexity for Society at La Sapienza University of Rome, on the other hand, delved into the role of opinions online and the aspects that most influence the audience.
During the final panel discussion, Agcom's recent consultation regarding the integration of influencers into the "Testo Unico dei servizi di media-audiovisivi" was discussed. Discussing this issue were Vincenzo Guggino, Secretary General of IAP, Irene Parenti, Global Strategic Marketing Italian and French Icons & IP Managing Counsel of Campari Group, Raffaele Pastore, Director General of UPA, and Paolina Testa, Partner of the FTCC firm.
To represent the world of creators, on the other hand, Riccardo De Marco (The Dena of Geopop), Massimo Novati (Mocho), Alessia Quitadamo and Giuseppe Mattia Lunetto (The Quinetto's) took the stage.
Finally, a showcooking moment during lunch featured Aurora Cavallo (Cooker Girl), creator of Giallozafferano and co-founder of Zenzero Talent Agency, with the presentation of the book "Storie di cucina" (Cooking Stories) published by Mondadori Electa.
In conclusion, the event highlighted the growing importance of Influencer Marketing in today's advertising landscape. The UPA highlights a steady increase in investment in the sector and recognizes the benefits that this strategy can offer companies. Regardless, it is critical to maintain transparent regulation and promote ethical practices to ensure effective and successful collaboration between influencers and brands!
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