Influencing the new influencers, part two

There is a big shift taking place in how brands relate to consumers and many marketers have realised the importance of influencing the influencers. This is also true in destination marketing. Recently Land of Valencia, the regional tourist board, held a number of ground-breaking blog trips – you can read posts from the trips here.

During the last one to Benicassim we met with Land of Valencia’s promotion executive, Joantxo Llantada. Here in our interview with him he offers an overview of their work, return on investment, and how the internet is changing the way people behave with brands and, in turn, the way marketers need to focus their campaigns.

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Influencing the new influencers, part one

We all know the internet is transforming the media landscape and the way that people find information. In the past the media giants – newspapers and TV held the power to influence and controlled the message. But blogging and social media has changed the balance of power.

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