Currently there are 4.7 billion users.
Digital marketing has become the best tool for brands.
Social networks are already part of the preferred channel for consumers to find their favorite brands, which is why brands increase their investment in these spaces, in order to generate the best digital marketing strategies. Given this, a new study revealed that privacy has become an essential key to digital marketing.
We can define that digital marketing is a subdivision of marketing, but that it has gained so much weight that it has become the model par excellence, due to the data that shows that people are in the digital world.
In this sense, according to a study carried out by Hootsuite and We Are Social, users of social networks grew by 227 million over the past year, reaching a total of 4.7 billion at the beginning of July 2022.
The global user base of social networks has increased more than 5 percent, in the last 12 months. The current global total represents 59 percent of the total world population.
After this data, it is normal to understand how brands are betting on digital marketing, where according to the report ‘CEO Outlook 2020: Covid 19’ by KPMG, 80 percent of those responsible for companies assure that during the past year they accelerated their model of adaptation to the digital environment due to the pandemic.
For all these reasons, it can be expected that by 2027 nearly three out of four companies will be as digitally integrated as those native to this environment.
The essential key in marketing digital
In recent years, social networks have become much more established, so digital marketing has grown like never before.
Given this, an investigation by Roiback Digital showed how the keys to a “new digital marketing” are, which revolves around two large blocks; data privacy and the measurement of marketing actions.
In this sense, the research highlights how brands must work on a global privacy plan that allows respecting the consent of users and being able to continue with advertising actions normally.
“Within this strategic plan for user privacy, we find the following developments that aim to solidify relationships with customers through own data that has been obtained with consent,” he says.
Likewise, it maintains that brands must implement the “global tag” of Google “(gtag.js)”, which allows to improve the quality of the data. It also implements “Consent Mode”, a Google Tag Manager tool that allows modifying the behavior of Google tags depending on the consent given by users when entering a hotel web page.
“This tool allows Google to create a model that accounts for conversion gaps using consent signals, applying conversion modeling to recover conversions lost due to consent changes,” he says.
Finally, the research maintains that “the new digital marketing has begun, slowly, but taking firm steps. It is when you look back and realize that a new way of doing marketing has been born and that we are entering a new era to which it is convenient to be prepared or be advised”.
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