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It is estimated that in recent years the global community active within the Internet increased by 4 percent, exceeding 4.950 million users.
Brands have prioritized their integration into digital life; however, it has been difficult for them to follow the changing habits of users.
Users have become extremely susceptible to the actions of brands, due to the ease of communication and viralization offered by social networks.
The new normal has transformed the way consumers now behave, since today these have become extremely susceptible to the actions of brands, This is due in part to the growing importance that social networks have had in everyday life. It is because of this that consumers now seek to consume within brands that support social causes.
Brands support social causes
In recent years, there has been a growing need within brands to support social causes, whether promoting better habits, such as saving water, caring for the environment, recycling or protecting animals, among others, this is due to the fact that, thanks to the connectivity and virality offered by digital platforms and social networks, consumers support or recriminate the actions of the firms.
This is due to the great pressure that socially active Internet communities can generate, data provided in the latest Digital 2022 report carried out by We Are Social and Hootsuitepoints out that global Internet users grew by 4 percent, compared to previous years, which means that have exceeded the figure of 4,950 million users, a figure that represents at least 62.5 percent of the world’s population.
Consumers look for brands to support social causes
The great trend of consumption within the new normality is the integration of daily life and all kinds of processes within digitality; however, data provided by Nilsen inside his studio titled “Age of Adaptation”, in which more than 2000 marketing experts were interviewed, point out that although brands have prioritized their integration into digital life, it has been difficult for them to keep up with the changing pace of user preferences.
In the same way, it was announced that by the experts that the brands have begun to invest more in the control, storage and interpretation of data, this caused in part by the need to integrate into the digital conversation; however, it was also revealed that the brands do not fully trust the recovered data, since only 69 of those surveyed consider first-hand data important for the implementation of new strategies advertising and marketing.
The new digital consumers
It is estimated that within the new digital era, brands have increased their investment designed for social networks, by at least 53 percent globally, a figure that together exceeds the average expenditure of brands thought for traditional media such as radio or television. This is because marketing professionals point out that brands are increasingly interested in providing better experiences within multi-source mediasuch as digital platforms and social networks.
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